Pengaruh Keluarga dan Kelompok Referensi terhadap Keputusan Pembelian Krim Wajah Tabita (Studi pada Wanita di Kecamatan Tanjung Morawa)

Abstract

Currently the consumer's need for facial cosmetic care can be said to be increasing, this can be seen by the growth of companies engaged in facial cosmetic care services. One of them is Tabita face cream or often called Tabita Skincare. For the purchase of beauty products, it is usually influenced by reference groups and also interactions or recommendations from the closest people, namely family. This study aims to determine whether family and reference groups have an influence on purchasing decisions for tabitha face cream: a study on women in of Tanjung Morawa District. The influence between the family and the reference group will be analyzed partially and simultaneously on purchasing decisions. The research method used is quantitative with an associative approach. This study used 100 respondents as the research sample and the sample collection technique used purposive sampling technique. Collecting data in this study using a questionnaire distributed to consumers. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing using SPSS. The results of this study indicate that family (X1) has a significant effect on purchasing decisions. Then, the reference group (X2) also has a significant effect on purchasing decisions. Family variables and reference groups simultaneously (simultaneously) affect purchasing decisions (Y). The results of the coefficient of determination test indicate that there is a very close relationship between the family and the reference group on purchasing decisions with an R value of 0.934 where this coefficient value indicates the relationship between the family and the reference group on purchasing decisions is very strong. The amount of Adjusted R Square (R2) is 0.870 (87%), this shows that family and reference groups influence purchasing decisions by 87%, while the remaining 13% is influenced by other variables not included in this study.