Pengaruh Gaya Hidup, Harga, dan Kelompok Referensi terhadap Keputusan Pembelian pada Bioskop The Premiere (Studi pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

The development of technology and information and the needs of an increasingly diverse society be business opportunities in the film industry. Providing cinema with a variety of facilities and services which are different from the cinema in general becomes a strategy that continues to be developed by the Premiere cinema. This research aims to determine whether there is influence between life style, price, and references to purchasing decisions. The type of research used is explanatory associative. The sample in this research are 97 respondents. Method of analysis used is quantitative analysis methods that includes validity, reliability test, classic assumption test, multiple regression analysis, hypothesis testing through t test and F, as well as the coefficient of determination. The data that have met the test of validity, reliability test and classical assumption test is processed to produce a regression equation as follows: Y=2,047+0,468X1+0,276X2+0,170X3+e Where the purchase decision variable (Y), lifestyle (X1), price (X2), the reference group (X3). Hypothesis testing using t test showed that lifestyle, price, and the reference group influential positive references and significantly to the purchasing decision. Through the F test is known simultaneously lifestyle, price, and the reference group positive and significant to the purchasing decision. The coefficient of determination seen in R Square of 0.621 indicates that 62.1% of purchasing decision can be explained by lifestyle, price and the reference group.