THE IMPACT OF HABITUAL BEHAVIOR, BRAND LOYALTY, OFFLINE INFLUENCES, AND COGNITIVE BIASES ON BUYERS’ INTEREST (CASE STUDY OF FEB STUDENTS HASANUDDIN UNIVERSITY)

This research examines the impact of habitual behavior, brand loyalty, offline influences, and cognitive biases on buyers' interest among FEB students at Hasanuddin University. The study aims to answer the following research questions: How does habitual behavior impact buyers' interest? How does brand loyalty impact buyers' interest? How does offline influences impact buyers' interest? How does cognitive biases impact buyers' interest? The research was conducted in Makassar, South Sulawesi, with a duration of approximately one month. The population comprised 2,374 active FEB students at Hasanuddin University, and the sample size was determined using the Slovin formula with a precision value of 10%. Data were collected through questionnaires utilizing a 5- point Likert scale. The study found that all four independent variables (habitual behavior, brand loyalty, offline influences, and cognitive biases) have positive and significant impacts on buyers' interest, both individually and collectively. The combined influence of these factors also has a positive and significant impact on buyers' interest. In conclusion, this research provides valuable insights into the factors influencing buyers' interest among FEB students at Hasanuddin University. The findings contribute to a deeper understanding of consumer behavior and offer implications for marketing strategies aimed at this specific demographic.