Sasmita, Rati (2023) Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Produk Kosmetik Halal (studi Kasus Chendra Beauty Hpa Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of lifestyle and reference groups on purchasing decisions for cendra beauty halal cosmetic products in Pekanbaru. In this study population as many as 68 people. The types and sources of data were obtained from primary data and secondary data, while the data collection technique used a questionnaire. The data analysis techniques used in this study are multiple linear regression tests, t tests, f tests and the coefficient of determination (R2). Based on the results of data testing conducted, it shows that: 1) lifestyle has a significant effect on the decision to purchase halal cosmetic products, 2) reference group has a significant effect on purchasing decisions on halal cosmetic products, 3) lifestyle and reference groups simultaneously have a significant effect on purchasing decisions Halal cosmetic products Cendra Beauty in Pekanbaru.

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