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Divandra, Marvela
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Pengaruh Kelompok Referensi, Sikap, Dan Kepercayaan Terhadap Keputusan Pembelian Pempek Candy Sukamto Divandra, Marvela; Kardinal, Kardinal
FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN Vol 14 No 2 (2025): Forum Bisnis Dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v14i2.11369

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kelompok referensi, sikap, dankepercayaan terhadap keputusan pembelian pada Pempek Candy Sukamto. Metode penelitian yangdigunakan adalah kuantitatif dengan pendekatan deskriptif asosiatif. Data diperoleh melaluikuesioner yang disebarkan kepada 386 responden, yang ditentukan menggunakan rumus Slovin.Teknik analisis data menggunakan regresi linear berganda dengan bantuan software SPSS 26. Hasilpenelitian secara parsial dan simultan menunjukkan bahwa kelompok referensi, sikap, dankepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Pengaruh Kelompok Referensi, Sikap, dan Kepercayaan Terhadap Keputusan Pembelian Pempek Candy Sukamto Divandra, Marvela; Kardinal, Kardinal
MDP Student Conference Vol 4 No 2 (2025): The 4th MDP Student Conference 2025
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v4i1.11169

Abstract

This study aims to analyze the influence of reference groups, attitudes, and trust on purchase decisions at Pempek Candy Sukamto. The research method used is quantitative with a descriptive associative approach. Data was collected through questionnaires distributed to 386 respondents, determined using Slovin’s formula. The data analysis technique employed multiple linear regression with the assistance of SPSS 26 software. The results, both partially and simultaneously, indicate that reference groups, attitudes, and trust have a positive and significant influence on purchase decisions.
Co-Authors Kardinal, Kardinal