PENGARUH KELOMPOK REFERENSI DAN GAYA HIDUP TERHADAP KEPUTUSAN MENGGUNAKAN BAHAN BAKAR PERTAMAX DI KOTA DI BANDA ACEH

Abstract

Abstract This research is an empirical study that aims to determine the influence of reference and lifestyle groups on consumer decisions using Pertamax fuel in Banda Aceh. The research population is all consumers who purchase Pertamax in the city of Banda Aceh with an unlimited number. The number of samples is 96 consumers. Sampling was taken by the Moe method. The data used are primary data sourced from respondents. Primary data collection is done by distributing questionnaires. The collected data is then analyzed using multiple linear regressions. The results of the analysis obtained by the equation is Y = 0.966 + 0.310X1 + 0.378X2. Partially the reference group influences consumers' decisions to use Pertamax in Banda Aceh City. The influence is significant with the value of t-count (2,501) greater than t-table (1,986). Partially lifestyle influences consumer decisions using Pertamax in Banda Aceh City. The influence is significant with the value of t-count (3,000) greater than t-table (1,986). The reference group and lifestyle together have a significant effect on consumer decisions using Pertamax in Banda Aceh City with the calculated F value (27.946) obtained> F table (3.09). The role of the reference group and lifestyle in influencing consumer decisions using Pertamax in Banda Aceh is still less dominant at 37.5%. It means that there are many other factors that influence the purchasing decisions of Pertamax. Thus gas stations must maintain the quality of Pertamax at all times and ensure that the facilities provided by gas stations for Pertamax consumer services are relatively better than other fuels, so that the consumer's lifestyle needs will be fulfilled. Gas stations must also publish the benefits and advantages of Pertamax compared to other fuels so that the perception of the reference group towards quality pertamax will still provide positive input.
Keywords: Lifestyle, Consumer Decisions, Reference