PENGARUH GAYA HIDUP DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH MAHASISWI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA
MetadataShow full item record
This study aims to analyze and discuss the influence of lifestyle and reference groups on cosmetic purchasing decisions. The sampling technique uses purposive sampling method. The population used was students of Muhammadiyah Yogyakarta University, with a total sample of 100 respondents. The data analysis technique used is multiple linear regression with a measurement scale using Likert. The results of the influence of lifestyle and reference groups indicate that the coefficient of determination (adjusted R square) is 43.5% and the rest is influenced by other variables not mentioned in this study. The t-test shows that lifestyle variables have less influence than the reference group, so it can be concluded that the purchasing decisions of wardah mahasiwi cosmetics cosmetics at muhammadiyah Yogyakarta are more influenced by the respondent's reference group, namely colleagues.