PENGARUH GAYA HIDUP DAN KELOMPOK ACUAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG GALAXY
Abstract: Recently
common phenomenon in all walks
of life use smartphones, ranging
from a young
children to an
adults. Samsung Galaxy Smartphone
shows a magnificent
display, there are
a lot of choices
they give to
us, provide fairly
complete applications, and it can reflects an up to date metropolitan
lifestyle by using it. This research is a conclusive research.
Sample who taken
as many as
110 people with snowball
sampling technique. Measuring
instrument which used
is enquette, as well as the the data analyzed with multiple linear
regression. The research instrument
that used was a questionnaire,
and multiple linear regression
analysis. This study
shows the results,
that there is a positive effect
between lifestyle and
reference group on
purchasing decisions towards purchasing
decisions Smartphone Samsung
Galaxy simultaneously and the dominant effect is the lifestyle
variables followed by variable virtual
community.
Penulis: BINTANG JALASENA
ANORAGA, SRI SETYO IRIANI
Kode Jurnal: jpmanajemendd131010
