PENGARUHKELOMPOKREFERENSIDANGAYAHIDUPTERHADAPKEPUTUSANMENGGUNAKANBLACKBERRY THEEFFECTSOFLIFESTYLEANDREFERENCEGROUPONDECISIONOFUSINGBLACKBERRY

Authors

  • Evanina Sianturi
  • Erida .
  • Ade Titi Nifita

Abstract

Theresearchaimsistoexplaintheeffectofthesimultaneousandpartialof
lifestyleandreferencegrouponBlackBerrypurchaseandexplainthedominant
factoreffects.Samplessizeconsistsof96units,whicchousenfromEconomic
FacultyStudents.Analysisusesdescriptiveandstatisticalanalysistorevealthestatisticalpattern.
Theresultsshowsthatthepercentagecontributionofindependentvariablesthereferencegroup(X1)andlifestyle(X2)onthedependentvariable(thedecisionofusingBlackBerry(Y)is41%.Hence,itisrecommendedthattheBlackBerryCorporationuisesreferencegroupsandlifestylestobeoneofthemarketingtool.
Keywords:decisionofusing,referencegroupandlifestyle

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Issue

Vol. 1 No. 2 (2012): DIGEST MARKETING

Section

Articles