PENGARUH CITRA MEREK TERHADAP FAKTOR PSIKOLOGIS DAN KEPUTUSAN PEMBELIAN (Survei pada Mahasiswa S1 Jurusan Administrasi Bisnis Angkatan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang yang Membeli dan Menggunakan Handphone Merek Samsung)

This study aims to determine and analyze the influence of Brand Image variables on Psychological Factors and Purchase Decision variables. Type of research is explanatory research. The location research at the Faculty of Administrative Sciences Brawijaya University Malang, Jl. MT. Haryono 163 Malang. Population in this research is student of S1 Business Administration Faculty of Administration Universitas Brawijaya Malang which buy and use Samsung brand mobile phone. Samples were 102 respondents with purposive sampling technique and data collection using questionnaire. Data analysis used is descriptive analysis and path analysis.This research shows that there is a significant influence between Brand Image variable (X) to Psychological Factor (Y 1 ) variable with beta coefficient value 0,651 and probability 0.000 (p 0,05), there is significant influence between Psychological Factor (Y 1 ) variable to Purchase Decision variable (Y 1 ) with result of beta coefficient 0,437 And probability equal to 0,000 (p 0,05), terdapat pengaruh signifikan antara variabel Faktor Psikologis (Y 1 ) terhadap variabel Keputusan Pembelian (Y 1 ) dengan hasil koefisien beta sebesar 0,437 dan probabilitas sebesar 0,000 (p < 0,05), dan secara tidak langsung terdapat pengaruh yang signifikan antara variabel Citra Merek (X) terhadap variabel Keputusan Pembelian (Y 2 ) melalui variabel Faktor Psikologis (Y 1 ) dengan pengaruh sebesar 0,284. Kata Kunci : Citra Merek, Faktor Psikologis, dan Keputusan pembelian