Pratama, Ardana Yudha (2023) Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Pada Rumah Makan Pagaruyung Di Duri. Other thesis, Universitas Islam Riau.

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Abstract

LIFESTYLE EFFECTS AND REFERENCE GROUPS ON THE PURCHASE DECISION ON PEGARUYUNG RESTAURANT IN DURI BY : ARDANA YUDHA PRATAMA NPM : 165210276 The purpose of this research is the influence of lifestyle and reference groups on purchasing decisions of Pagaruyung Restaurant in Duri. The method used is a quantitative descriptive method. Types and sources of data used are primary and secondary. The population is 100 respondents who buy products at Pagaruyung Restaurant in Duri, using the sampling technique in this study using Non Probability Sampling. Data collection techniques were obtained through interviews and research questionnaires. This research was conducted with a quantitative descriptive method. The conclusion in this study is that lifestyle and reference groups both have a significant influence on purchasing decisions at Pagaruyung Restaurant in Duri, as evidenced by the t test value > t table.

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