PENGARUH KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 CC

THE EFFECT OF REFERENCE GROUP ON PURCHASE DECISION OF KAWASAKI NINJA 250 CC

Abstract

The purpose of this study is to examine the affect of reference groups  on purchasing decision of  Kawasaki Ninja 250 cc in the city of Jambi. Size of sample consist of 100 unit that chousen randomly. While data analysis used  multiple regression analysis. The results showed that simultaneouly   normative, value expression, and  informative have significant role. But, based on partiall test  normative has no significant affect. Hence,  reference group has important rolel as marketing role.  In this case, marekting tool should  make good  communication and relation to all the customer to make them parta of marketing tool.

Keywords: normative influence, value expression, informative influence, and purchasing decisions