Analisis Group Reference dalam Atribut Produk pada Keputusan Pembelian
Basuki, Teguh Iman
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Currently the complexity of the needs and desires of consumers causes producers must innovate in implementing marketing strategies. Influence the purchasing decision of a community also has the potential for someone different, a perception that appears to be different-different in consumers' minds when they see the various attributes of the product, which is considered appropriate and relevant that can benefit them. The purpose this study was to describe the reference group, product attributes and purchasing decisions in one group of consumers. Research using descriptive methods and verification by distributing questionnaires to two different communities are communities Taft Diesel Indonesia Chapter Bandung and customer groups supermarket Borma Ciwastra using simple random sampling method in determining the sample. The result is a group variable reference picture of the two communities in the category of "good", the variable product attributes are also included in the category of "good" and a purchasing decision variables included in the category of "very good". While analysis of the factors at the community Daihatsu Taft Diesel Indonesia Chapter Bandung form the three main factors, namely factor reference groups, and product attributes factor Purchase Decision Factors. While at the supermarket Borma customer groups Ciwastra forming four main factors, namely factor reference groups, Purchase Decision Factor, product attributes and factors factor when deciding to buy.