<![CDATA[Penelitian ini menganalisis pengaruh teman sebaya dan kelompok referensi terhadap keputusan pembelian online pemuda perdesaan di Jawa Timur, Indonesia, dengan sikap konsumen sebagai mediator. Berbasis pada Teori Perilaku Terencana (TPB), penelitian ini menggunakan pendekatan kuantitatif eksplanatori melalui survei daring pada konsumen pedesaan usia 20-25 tahun pengguna Shopee dan Tokopedia. Data dianalisis dengan PLS-SEM. Hasil menunjukkan bahwa teman sebaya berpengaruh positif terhadap sikap konsumen dan keputusan pembelian, sedangkan sikap konsumen juga berpengaruh positif terhadap keputusan pembelian. Kelompok referensi tidak berpengaruh signifikan terhadap sikap, tetapi berpengaruh langsung terhadap keputusan pembelian. Sikap konsumen hanya memediasi sebagian pengaruh teman sebaya, namun tidak memediasi pengaruh kelompok referensi. Temuan ini menegaskan bahwa pengaruh sosial bekerja secara heterogen. Teman sebaya membentuk sikap yang mendorong pembelian, sedangkan kelompok referensi memengaruhi keputusan secara langsung melalui norma atau ekspektasi sosial. Secara praktis, e-commerce perlu menguatkan referral, testimoni, ulasan pengguna, promosi komunitas, serta pengalaman belanja yang aman dan mudah. This study analyzes the influence of peers and reference groups on online purchasing decisions among rural youth in East Java, Indonesia, with consumer attitude as a mediating variable. Grounded in the Theory of Planned Behavior, this study employs an explanatory quantitative approach using online survey data from rural consumers aged 20-25 who use platforms such as Shopee and Tokopedia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that peer influence has a positive effect on consumer attitude and purchasing decisions, while consumer attitude also positively affects purchasing decisions. Reference groups do not significantly affect consumer attitude, but they have a direct effect on purchasing decisions. Consumer attitude partially mediates the relationship between peer influence and purchasing decisions but does not mediate the effect of reference groups. These findings indicate that social influence operates heterogeneously. Peers shape attitudes that encourage purchases, whereas reference groups tend to influence decisions directly through social norms or expectations. Practically, e-commerce businesses should strengthen peer-based strategies such as referrals, testimonials, user reviews, and community promotions, while improving a safe and easy online shopping experience.]]>
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