PENGARUH KELOMPOK REFERENSI, GAYA HIDUP, KERAGAMAN PRODUK, EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK RABBANI RESHARE MADIUN

Abstract

The current development of fashion or clothing styles, encourages all companies and industries to compete to create new innovations to be produced. One of the fashion styles that is currently developing in Indonesia, especially with Islamic nuances. Rabbani is a Muslim fashion brand and sector that is still operating today despite facing various commercial and fashion competition in hijab fashion. This study aims to determine the effect of reference groups, lifestyle, product diversity, electronic word of mouth (E-WOM) on purchasing decisions for Rabbani Reshare Madiun products. This study uses a quantitative research method. The population of this research is Rabbani Reshare Madiun Consumers as many as 384 people through a questionnaire. The data collection technique for this research used a purposive sampling technique. The research data analysis method uses Multiple Linear Regression analysis using the SPSS program. Data analysis was performed using the Classical Assumption Test, Multiple Linear Test, t test. The results of this study prove that 1) Reference groups have no significant effect on purchasing decisions for Rabbani Reshare Madiun products. 2) Lifestyle has a significant effect on the Purchase Decision of Rabbani Reshare Madiun products. 3) Product Diversity has a significant effect on the Purchase Decision of Rabbani Reshare Madiun products. 4) Electonic Word Of Mouth has no significant effect on the Purchase Decision of Rabbani Reshare Madiun products.