Prasetiya, Yodi (2021) Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Konsumen Berkunjung Ke Jeber Caffe Platinum Pekanbaru. Other thesis, Universitas Islam Riau.
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Abstract
The purpose of this study was to determine and analyze the influence of lifestyle and reference groups on the decision to visit Jeber Caffe Platinum Pekanbaru. This research was carried out using a quantitative descriptive method using primary and secondary data obtained through interviews and research questionnaires. Respondents taken were 100 respondents. From the results of the study, it can be concluded that there is an influence of lifestyle on purchasing decisions. It can be concluded that it has a significant effect, the higher the lifestyle, the higher the level of purchase towards the purchase of Jeber Caffe Platinum Pekanbaru. There is an influence of the reference group on purchasing decisions, it can be concluded that it has a significant effect, the higher the reference group, the higher the level of purchase of the purchase of Jeber Caffe Platinum Pekanbaru.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Lifestyle, Reference Group, Consumer Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | > Manajemen |
| Depositing User: | Febby Amelia |
| Date Deposited: | 22 Feb 2022 03:09 |
| Last Modified: | 22 Feb 2022 03:09 |
| URI: | http://repository.uir.ac.id/id/eprint/6227 |
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