Electronic Theses and Dissertation

In information era, telecommunications and information's being very important
things. Mobile phone as an information thing used to be a tools that can make a live not
just better but also colorful. The mobile phone market has grown significantly in Banda
Aceh.
The aim of this research is how to know the effect of psychographic segmentation
toward buying behaviors of mobile phone users.
The data was collected by using convenience sampling method, With two hundred
users mobile phone as sample.
The findings show that 20 items of variable psychographic segmentation was on
seven factor. For the 24 items of buying behaviors variable it has seven factor also. The
research used Principal Component Analysis as Extraction Method and Varimax with
Kaiser Normalization as Rotation Method.
Normality test, multicollinearity test, autocorrelations test and homoscedasiticity test
show that all criteria is fulfilled, and for that reason the regressions analysis can be
continue.
The overall result of study with F test between psychographic segmentation and
buying behaviors, shows that from seven hypothesis five variable is significant. But for t
test shows that not all the variable are significant.

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