PERAN REFERENCE GROUP DALAM PURCHASE DECISION (Studi deskriptif kualitatif pada Pengguna Produk Asus Mahasiswa Farmasi Universitas Gajah Mada Yogyakarta)

NELA MARGHANIYATA , 07730001 (2012) PERAN REFERENCE GROUP DALAM PURCHASE DECISION (Studi deskriptif kualitatif pada Pengguna Produk Asus Mahasiswa Farmasi Universitas Gajah Mada Yogyakarta). Skripsi thesis, PERPUSTAKAAN UIN SUNAN KALIJAGA.

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Abstract

Understanding of the meaning that consumers know about the product, can be an important factor of marketing success, the rapid competition between manufacturers of mobile technology, leading mobile manufacturers should respond to market challenges and capitalize on market opportunities in the competitive structure in the present or future. One of the opportunities derived from the strength of the reference group. This study aimed at the Asus Students of Pharmacy UGM Yogyakarta class of 2011, this study used a purposive sampling technique with a qualitative descriptive method. The purpose of this study was to determine how the role of the reference group in the purchase decision on Asus product users Students of Pharmacy University of Gajah Mada University, class of 2011. From the research results can be seen that the reference group had a role in consumer purchasing decisions. reference group can act as an initiator that serves as an initiator in the decision. But not always the reference group can act as an initiator in the purchase, because in some cases the position of the reference group that can act as an influencer group or someone who works for encouraging someone to follow the advice given by the reference group. Reference group could also contribute as influencers, while the role of influencers that include, first its role in the role of providing valuable information for the informant, second its role as provider of normative influence on the informant, to minimize errors during decision-making and the last is its role as provider of the influence of expectations value or value expressive influence on the informant, in shaping consumer's views about selfimage. Research results also indicate that the reference authority in its role as provider of group behavior is more flexible, because on one side of the reference group can dominate the purchase decision, but on the other hand the role of the reference group may also be autonomic ie decisions together and draw in their purchase decision.

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