| dc.description.abstract | 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 Taft Diesel Indonesia Chapter Bandung and customer groups of
supermarket Borma Ciwastra using simple random sampling method in determining the sample.
The result of variable group reference from two communities in good category, the
variable of product attributes are also good and a purchasing decision variables is very good.
Factor analysis at the Taft Diesel Indonesia community Chapter Bandung form the three main
factors, namely are reference groups factor, and attributes product factor Purchase Decision
Factors. While at the customer groups of supermarket Borma Ciwastra forming four main
factors, namely reference groups factor, Purchase Decision Factor, product attributes factor
and when deciding to buy factor. | en_US |
