PENGARUH KELOMPOK REFERENSI, ATRIBUT PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE ASUS ZENFONE DI KOTA PADANG

Abstract

This study aims to determine the influence of the reference group, product attributes and lifestyle on product purchasing decisions for Asus Zenfone smartphones in Padang. The sample in this study is that consumers who use the products Smartphone Asus Zenfone in Padang totaling 138 people. Sampling techniques used is purposive sampling. The data used primary data through questionnaires. Data analysis method used multiple linear regression analysis. Hypothesis testing use T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individualy. The results of this study found that the reference group significant positive effect on purchasing decisions, product attributes positive significant effect on purchasing decisions and lifestyles of significant positive effect on product purchasing decisions Smartphone Asus Zenfone in Padang. Keywords: Reference Group, Product Attributes, Lifestyle, Purchase Decision