The purpose of this study is to discuss the concept of consumer psychological factors in selecting products, services or assessing the company's brand. The study was conducted qualitatively by comparing previous theoretical studies, as well as analysis to find the concept of spychological factors. The results of the study said that psychological factors were the internal behavior of consumers that influenced consumers' behavior which was assessed from several dimensions, namely motivation, cognition, perception, learning, belief and attitude. However, in studying the psychological factors it needs to be adjusted to the objectives of the marketer, because they have different measurements. This research is useful as initial information for marketers to determine the marketing strategy, so that the achievement of marketing performance can be easier and supports the sustainable performance of the company.