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

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Pengaruh Iklan dan Kelompok Acuan Terhadap Minat Beli Konsumen di Erafone Megastore Navira, Fitri; Lestari, Retno Budi
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.v4i2.11087

Abstract

This study aims to analyze the effect of Advertising and Reference Group on Consumer Buying Interest at Erafone Megastore Palembang Square. The population in this study were potential consumers who were interested in Erafone Megastore Palembang Square. Sampling was carried out using Nonprobability Sampling with Purposive Sampling type, with the criteria that consumers who have heard about Erafone Megastore Palembang Square, but have never made a transaction, and are at least 17 years old. The sample used was 210 respondents. The results showed that the partial test of the Advertising and Reference Group variables had a positive and significant effect on the Consumer Buying Interest variable. The simultaneous test proves that the variables of Advertising and Reference Group have a positive and significant effect on the Consumer Buying Interest variable.
Co-Authors Retno Budi Lestari