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Tamara, Munir
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Economics, Econometrics & Finance Social Sciences

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FACTORS THAT INFLUENCE PURCHASING DECISIONS ON LUXCRIME COSMETIC PRODUCTS Tamara, Munir; Hartono, Hartono; Subagja, Ghia
Jurnal Kompetitif Bisnis Vol 2 No 3 (2024): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0120/ss

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengaruh viral marketing dan reference group terhadap keputusan pembelian produk Luxcrime. Jenis penelitian yaitu Explanatory Research dengan pendekatan kuantitatif. Penelitian ini menggunakan metode Purposive Sampling dengan perhitungan sampel menggunakan rumus slovin, maka diperoleh responden sebanyak 100. Tehnik analisis data menggunakan analisis regresi berganda dengan alat uji program IBM 25. Berdasarkan uji F (simultan) menunjukkan bahwa viral marketing dan reference group bersama-sama memiliki pengaruh secara simultan terhadap keputusan pembelian. Secara parsial menunjukkan bahwa variabel viral marketing berpengaruh signifikan dan memiliki arah hubungan yang positif terhadap keputusan pembelian dan variable reference group berpengaruh signifikan dan memiliki arah hubungan yang positif terhadap keputusan pembelian.
FACTORS THAT INFLUENCE PURCHASING DECISIONS ON LUXCRIME COSMETIC PRODUCTS: FACTORS THAT INFLUENCE PURCHASING DECISIONS ON LUXCRIME COSMETIC PRODUCTS Tamara, Munir; Hartono, Hartono; Subagja, Ghia
Jurnal Kompetitif Bisnis Vol. 2 No. 3 (2024): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study was to determine the influence of viral marketing and reference groups on purchasing decisions for Luxcrime products. The type of research is Explanatory Research with a quantitative approach. This research uses the Purposive Sampling method with sample calculation using the Slovin formula, thus obtaining 100 respondents. The data analysis technique uses multiple regression analysis with the IBM 25 program test tool. Based on the F test (simultaneous) shows that viral marketing and reference groups together have simultaneous influence on purchasing decisions. Partially, it shows that the viral marketing variable has a significant effect and has a positive relationship on purchasing decisions and the reference group variable has a significant effect and has a positive relationship on purchasing decisions.
Co-Authors Hartono Hartono Subagja, Ghia