PENGARUH KELOMPOK REFERENSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

NAWAWI, GERRY (2019) PENGARUH KELOMPOK REFERENSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

GERRY NAWAWI, Influence Of Reference Group And Promotion Towards Purchase Decision Iphone On Students Of The Faculty Of Economics At The Jakarta State University This research was conducted at the Faculty of Economics, State University of Jakarta, for 5 months since March until July 2019. The purpose of this research is to know the influence of reference groups and promotions to the iPhone buying decision in the Faculty of Economics University of Jakarta State College in Jakarta., the research method that researchers use is the method of survey With correlational approaches, the population used is all students of the faculty of Economics University of Jakarta. The sampling technique used was with the Purposive sampling technique as much as 110 people. The resulting regression equation is Ŷ = 27.853 + 0.424 X1 + 0.258 X2. Test requirement analysis is a test of normality with Kolmogorov-Smimov test of significance (α) = 5% or 0.05 and generates significant levels. Y is worth 0.054. Because of the significance level of the three variables > 0.05 it can be concluded that the data is distribution is normal and can be used in subsequent analysis. The test linierity of the Y regression over the X1 and Y over X2 resulted in a significance value in Linearity, i.e. 0.000 < 0.05, so it was concluded that it had a linear relationship. From the continuity test of Y regression over the X1 and X2 resulted Ftabel, which is 31.616 > 3.079, so it can be concluded that the regression equation is significant. Next, done test T and generated y over X1 Thitung = 5.850 this = 1.65922, Y above X2 Thitung = 3.452 and this = 1.65922. The value of the correlation coefficient between the reference group variable (X1) to the purchase decision (Y) of 0.000 and the correlation coefficient value between the promotion variable (X2) against the purchase decision (Y) of 0.000. So, there.. Positive and significant relationship between the reference group and the purchase decision, as well as the positive and significant relationship between the promotion and the purchase decision. Thus, there can be a positive and significant relationship between reference groups and promotions with purchasing decisions. The coefficient of determination of Y over X1 and X2 obtained amounted to 0.371 indicating that 37.1% of the purchase decision variables are determined by the reference and promotion groups. Meanwhile, the remaining 62.9% is influenced by other factors. Keywords: Purchase Decision, Group Reference, Promotion

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