PENGARUH GAYA HIDUP DAN KELOMPOK ACUAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO DI KOTA KUPANG

Abstract

This study aims to determine the effect of lifestyle and reference groups on purchasing decisions for vivo smartphones through case studies in Kupang City. The method used in this research is quantitative method. The data collection technique was carried out by distributing questionnaires. The sample in this study was taken using purposive sampling. This research was conducted on vivo smartphone users through a case study in Kupang City with a sample size of 100 people. The analysis technique used in this research is multiple linear regression analysis. The results showed that partially lifestyle has a positive relationship and has a significant effect on purchasing decisions for vivo smartphones in Kupang City, partially reference groups have a positive relationship and have a significant effect on purchasing decisions for vivo smartphones in Kupang City, and simultaneously lifestyle and reference groups have a positive relationship and have a significant effect on purchasing decisions for vivo smartphones in Kupang City.