Abstract
Social factor is one of the factors that greatly influence the purchase of smart phones. One social factor that influences a person in making smartphone purchases is the existence of recommendations that can be part of a reference group or reference group that has significant relevance to one's evaluation, aspirations, or behavior. This is something that companies and marketers of the smartphone industry should realize by looking at the effect of reference groups on smartphone purchase decisions. On this study, linear regression is used on this research methodology. This method is used to see the influence between the independent variables i.e. informational influence (X1), utilitarian influence (X2), and value-expressive influence (X3) against the dependent variable i.e. purchase decision (Y). The result is an independent variable Informational Influence (X1) that most influenced the purchasing decision, the magnitude of variable X influence over the Y variable by 11.4% positively, and there are significant differences between X1variables against age characteristics, variable X2to gender, and X3variables against gender and operating system characteristics.Keywords: Smartphone, Consumer Behavior, Reference Group, Purchased Decision
Highlights
of the factors that greatly influence the purchase of smart phones
One social factor that influences a person in making smartphone purchases is the existence of recommendations
something that companies and marketers of the smartphone industry should realize by looking at the effect of reference groups
Summary
Menurut Kotler (2004), proses keputusan pembelian sebuah produk atau jasa dipengaruhi oleh beberapa faktor, yaitu faktor budaya, sosial, personal, dan psikologis. Dilihat dari tinjauan literatur sebelumnya, terdapat beberapa penelitian yang melihat faktor kelompok referensi (reference group). Sedangkan Bearden & Etzel (1982) serta Serralvo, dkk (2010) membuat studi yang hampir sama yaitu mengenai pengaruh reference group terhadap keputusan pembelian. Studi yang dilakukan oleh Childers & Rao (1992) yaitu bagian dari reference group mengenai pengaruh keluarga dan teman dalam keputusan pembelian. Dkk (2007) melakukan studi mengenai pengaruh social reference group dalam perilaku pembelian produk mobile phone di USA dan China. Berdasarkan tinjauan literatur sebelumnya, penelitian terhadap pengaruh kelompok referensi penggunaan mobile phone dilakukan oleh Yang, dkk (2007) dengan variabel kontrol jenis kelamin, usia, dan pendapatan dengan sample di USA dan China. Pernyataan yang digunakan dalam penelitian ini merujuk pada penelitian Yang, dkk (2007) dengan pertimbangan studi kasus yang sesuai dengan Telepon pintar yang dapat dilihat pada Tabel 1
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