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Evanina Sianturi
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Economics, Econometrics & Finance

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PENGARUHKELOMPOKREFERENSIDANGAYAHIDUPTERHADAPKEPUTUSANMENGGUNAKANBLACKBERRY THEEFFECTSOFLIFESTYLEANDREFERENCEGROUPONDECISIONOFUSINGBLACKBERRY Evanina Sianturi; Erida .; Ade Titi Nifita
DIGEST MARKETING Vol. 1 No. 2 (2012): DIGEST MARKETING
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

TheresearchaimsistoexplaintheeffectofthesimultaneousandpartialoflifestyleandreferencegrouponBlackBerrypurchaseandexplainthedominantfactoreffects.Samplessizeconsistsof96units,whicchousenfromEconomicFacultyStudents.Analysisusesdescriptiveandstatisticalanalysistorevealthestatisticalpattern.Theresultsshowsthatthepercentagecontributionofindependentvariablesthereferencegroup(X1)andlifestyle(X2)onthedependentvariable(thedecisionofusingBlackBerry(Y)is41%.Hence,itisrecommendedthattheBlackBerryCorporationuisesreferencegroupsandlifestylestobeoneofthemarketingtool.Keywords:decisionofusing,referencegroupandlifestyle
Co-Authors Ade Titi Nifita erida erida