Pengaruh Gaya Hidup dan Kelompok Referensi terhadap Keputusan Pembelian (Survei Mahasiswa S1 Fakultas Ilmu Administrasi Angkatan 2014 dan 2015 Universitas Brawijaya Malang yang Membeli dan Menggunakan Smartphone Iphone)

摘要

This study aims to identify and explain the influence of lifestyle variables on purchase decisions. To Identify and explain the effect of variable reference group on purchase decisions. To Identify and explain the influence of lifestyle variables nd the reference group together on purchase decisions. The method that is used in this research is using explanatory research or description research, having sample of 108 respondents with unknown population, the results are obtained using the Machin and Champbell formula. Data analysis techniques that is used in this research is multiple linear regression analysis. Results from the study showed that the two independent variables which are lifestyles and the reference group has contributed to the Purchase Decision by 52.6%. Lifestyle variables significantly influence purchase decisions with t = 5.491. Variable reference group significantly influence purchase decisions with t = 4.699. The numbers show that lifestyle variable the dominant influence on the purchase decision variables.