HUBUNGAN ANTARA KELOMPOK REFERENSI DAN DIFERENSIASI PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

LESTARI, YUNIAR DWI (2019) HUBUNGAN ANTARA KELOMPOK REFERENSI DAN DIFERENSIASI PRODUK DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

YUNIAR DWI LESTARI, The Correlation between Reference Group and Product Differentiation with the Buying Decision Smartphone Xiaomi in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from February to July 2019. The purpose of this study is to determine the correlation between reference group and product differentiation with the buying decision smartphone Xiaomi in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 102 people. The resulting regression equation is Ŷ = 24,567 + 0,340 X1 + 0,413 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200 , X1 equal to0,200 , X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000<0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 29,557 > 3,09, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,699 and ttable = 1,66039 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount =4,136 and ttable =1,66039. The value of correlation coefficient between variable of reference group (X1) to buying decision (Y) equal to 0,515 and value of correlation coefficient between variable of product differentiation (X2) to buying decision (Y) equal to 0,536. Thus, there is a positive and significant relationship between reference group to buying decision and there is a positive and significant relationship between product differentiation to buying decision. The coefficient of determination Y on X1 and X2 obtained by 0,374 indicating that 37,4% variable buying decision is determined by the reference group and product differentiation. Meanwhile, the remaining 62,6% is influenced by other factors. Key word: The Buying Decision, Reference Group, Product Differentiation

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