PENGARUH GAYA HIDUP DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN LAPTOP GAMING MERK ACER ( Studi Kasus Pada Komunitas Game Online di Kota Surabaya Timur )

Abstract

This research aims to investigate the influence of lifestyle and reference groups on purchasing decisions for Acer brand gaming laptops. This research uses a quantitative approach with a survey method through primary data collection or questionnaires. The respondents of this research are members of the kill the last community in East Surabaya. This research sample consisted of 90 respondents selected randomly. The data collected will be analyzed using multiple linear regression techniques and hypothesis testing to test the hypothesis of this research. The research results show that the reference group has a significant influence on the decision to purchase an Acer Brand Gaming laptop. In the current era of globalization, it causes an increase in population and technological developments. Human lifestyles change along with technological developments, resulting in a modern, digital and instantaneous human lifestyle. This causes the need for technology products to become a primary need, one of which is the need for laptops. The increase in people's lifestyles and knowledge from the reference group causes people to become more critical in choosing the laptop products offered, giving rise to competition between laptop companies in getting sympathy, in order to get purchasing decisions from consumers. The Acer company was founded by Stan Shih who comes from Taiwan. Acer laptops are one of the laptops that have always been the choice of people in the city of Surabaya