The Effect of Psychographic Segmentation and Behavior on Purchase Decisions of Sedaap Brand Instant Noodles Among Oesapa Students Kupang City

The author conducted this research based on the problems that are often encountered in the research location, namely whether psychographic and behavioral segmentation affect the purchasing decisions of Sedaap brand instant noodles among students from Oesapa in Kupang City. Then the study aims to determine whether psychographic and behavioral segmentation influence the purchasing decision of the Sedaap brand instant noodles among students from Oesapa in Kupang City. The research that the author is doing here is a field research (Field Research) using Descriptive Statistics with the help of a table in the number of percentages. This research was conducted in boarding houses around the city of Kupang, and the sample of this study was 100 people as respondents. In collecting data the author uses a questionnaire. While in the discussion using the Multiple Linear Regression analysis tool. Variable Psychographic segmentation has a significant positive effect on purchasing decisions for instant noodles with the Sedaap brand among students from Kupang City, Behavioral segmentation has a significant positive effect on purchasing decisions for Sedaap instant noodles among students from Kupang City and Psychographic and behavioral segmentation simultaneously affects purchasing decisions for branded instant noodles. delicious among oesapa students in kupang city