publication . Article . 2018

PENGARUH KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 CC: THE EFFECT OF REFERENCE GROUP ON PURCHASE DECISION OF KAWASAKI NINJA 250 CC

Kartika WB, Sylvia; Sidig, Rosyid;
Open Access English
  • Published: 11 Jan 2018
  • Publisher: Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi
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 ma...
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