Gayatri, Arum Drajat (2017) Pengaruh Kelompok Referensi Terhadap Keputusan Pembelian Merchandise Pada Idol Group (Studi Pada Komunitas di Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kelompok referensi terhadap keputusan pembelian merchandise pada idol group (studi pada komunitas “X” di Malang). Penelitian ini merupakan pendekatan kuantitatif. Populasi pada penelitian ini berjumlah 70 orang, terdiri dari anggota-anggota komunitas fans JKT48 di malang, yaitu, MLG48FAMS 30 orang, RINGO48 20 orang, dan JKT48FANS Malang yang berjumlah 20 orang. Sampel dalam penelitian ini berjumlah 60 orang yaitu, MLG48FAMS 30 orang, RINGO48 20 orang, dan JKT48FANS Malang yang berjumlah 10 orang. Teknik sampling penelitian adalah purposive sampling. Metode pengumpulan data menggunakan skala kelompok referensi berdasarkan teori Park dan Lessig (Reza&Valeecha, 2013) serta skala keputusan pembelian berdasarkan teori oleh Sutisna (Perdana, 2010). Analisis data yang digunakan penelitian ini adalah analisis regresi linier sederhana yang menunjukkan bahwa ada pengaruh dari kelompok referensi terhadap keputusan pembelian yang ditunjukkan dengan p-value sebesar 0,000 dan koefisen determinasinya (R2) sebesar 0,244.
English Abstract
The purpose of this research was to find out the influence of reference group to the merchandise purchasing decision on idol group (research on community “X” in Malang). This research is a quantitative approach. The population were taken from 70 people, consisting of members JKT48’s fans community in Malang, namely MLG48FAMS were 30 people, RINGO48 were 20 people and JKT48FANS MALANG were 20 people. The sample in this study amounted to 60 people namely, MLG48FAMS were 30 people, RINGO48 were 20 people, and JKT48FANS Malang were 10 people. Sampling technique for the research was purposive sampling. The data collection method used a reference group scale based on Park and Lessig’s theory (Reza & Valeecha, 2013) and the scale of purchasing decision based on Sutisna’s theory (Perdana, 2010). The data analysis used in this research is a simple linear regression analysis that shows the influence of the reference group to the purchasing decision indicated by p-value of 0,000 and the coefficient of determination (R2) is 0,244.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/629/051707914 |
| Uncontrolled Keywords: | idol group, kelompok referensi, keputusan pembelian, merchandise |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 30 Oct 2017 04:13 |
| Last Modified: | 21 Oct 2024 02:57 |
| URI: | http://repository.ub.ac.id/id/eprint/4549 |
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