Pengaruh Kelompok Acuan Terhadap Sikap Dan Niat Pembelian Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Di Rumah Makan Kimbap Rina, Malang)

Nadiastika Hayyuna Zahra • Suharyono Suharyono • Edy Yulianto
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • August 2016

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(Bahasa Indonesia, 8 pages)

Abstract

This study aims to identify and explain: the influence of the Attitude Reference Group; influence Reference Group on Purchase Intentions; Reference Group influence on purchase decision; influence Attitudes to Purchase Intentions; Attitudes influence on purchase decision, and Purchase Intentions influence on the purchase decision. This type of research is explanatory research. A sample of 116 consumers in restaurants Kimbap Rina, Malang who are making purchases and getting a recommendation from the reference group. The sampling technique used purposive sampling. Data were collected by questionnaire. Descriptive data analysis and path analysis. The results showed significant effect on the Reference Group Attitude; Reference Group significantly influence the Purchase Intentions; Reference group did not significantly influence the purchase decision; Attitude does not significantly influence the purchase decision, significantly influence the attitude Purchase Intentions; and Purchase Intentions significantly influence the purchase decision. Based on these results it is suggested eating house Kimbap Rina innovations so that consumers feel not only Korean fans who become food consumers, as well as pay attention to consumer convenience when traveling.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more