| dc.description.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. | en_US |
