Analisis Group Reference dalam Atribut Produk pada Keputusan Pembelian

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.