Pengaruh Gaya Hidup, Prestise dan Kelompok Referensi terhadap Keputusan Pembelian (Studi pada Konsumen Taiwan Tea House Semarang)

Abstract

Heavy activity made people want to do something which make them more relax. With doing many activity, make people changes their life - style indirectly. Today’s life - style is oriented with the group reference and the prestige received after doing or consumsing something. This research is aimed to analyze the effect of life – stlye,prestige and group reference toward the purchase decision of bubble drink at Taiwan Tea House Semarang. Taiwan Tea House Semarang is a tea shop that offer bubble drink and various other drinks such as smoothies, chocolate, coffee with bubble drink and crispy chicken. This research used quantitative analysis with accidental sampling. The total number of the sampel is 110 respondent. Based on the research, the result showed, there is positive effect and significant for life – style and reference group variable toward the purchase decision. However, for prestige variable there is no significant effect toward the purchase decision is 30.6% and for group reference variable toward the purchase decision is 11.5%.