ANALISIS PENGARUH FAKTOR KELOMPOK REFERENSI, GAYA HIDUP DAN KBLAS SOSIAL PADA KEPUTUSAN KONSUMEN UNTUK BERKUNJUNG KE MALL DI KOTA MANADO

• Main Authors: , Mercy Reinette Handayani Mantur, , Prof. Basu Swastha Dharmmesta, M.B.A, Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/133536/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=74236
• Institution: Universitas Gadjah Mada

This research aims to identify the effect of reference group factor and lifestyle factor toward consumers decision to visiting mall in Manado city, and also to identify the effect of reference group factor and lifestyle factor toward consumers decision of each social class to visiting mall in Manado city. This research consist of two independent variable that is reference group and lifestyle, one dependent variable that is consumers decision and also one variable control that is social class. Method that use in this research is quantitative methods with research instrument is questionnaires using Likert scale. Population size is unknown, so that using purposive sampling technique with 200 respondents. Methods of data analysis in this research are using multiple linier regression analysis and t-test to test the hypothesis. To calculate the position of the social class of the respondent are use Hollingshead Index of Social Position (ISP). Result of this study indicate that the reference group and lifestyle has a positive effect toward consumers decision to visit malls in Manado city. The result show that consumers come to visit malls because of it become part of their lifestyle and also because of consumer behavior in Manado is very like to join in many groups and like so that consumers decisions are likely affected by reference group of consumers. The other result of this study indicate that consumers decision of upper social class is affected by reference group and lifestyle, where is reference group is more affected because of the characteristics of age so that consumers tend to be more affected by family or work group. To upper middle social class, middle social class and lower middle class, consumers decision to visit mall is more affected by the lifestyle it is because of an increase in income so that consumer lifestyle change following the increasing of their income, consumers tend to spend their time and money in the mall. At the lower social class consumers decision to visit mall is more affected by reference group because of the consumers behavior like to join in many groups and there is a competitive nature an also like to imitative of the other person thus affecting consumers decision to visit mall.