PENGARUH KELOMPOK REFERENSI DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK KYT MELALUI WOM (WORD OF MOUTH)

Penelitian ini bertujuan untuk 1) Mengetahui pengaruh kelompok referensi terhadap word of mouth (WOM). 2) Mengetahui pengaruh lifestyle terhadap word of mouth (WOM). 3) Mengetahui pengaruh word of mouth (WOM) terhadap keputusan pembelian pada helm merek KYT. 4) Mengetahui pengaruh kelompok referensi terhadap keputusan pembelian pada helm merek KYT. 5) Mengetahui pengaruh lifestyle terhadap keputusan pembelian pada helm merek KYT. 6) Mengetahui pengaruh kelompok referensi terhadap keputusan pembelian pada helm merek KYT melalui word of mouth (WOM). 7) Mengetahui pengaruh lifestyle terhadap keputusan pembelian pada helm merek KYT melalui word of mouth (WOM).
Metode penelitian yang digunakan adalah metode kuantitatif deskriptif dengan menggunakan alat analisis SmartPLS 3.0 untuk mengukur hasil dari kelompok referensi dan lifestyle sebagai variabel independen, keputusan pembelian sebagai variabel dependen, dan word of mouth sebagai variabel
intervening. Penelitian ini menggunakan analisis deskriptif dengan 100 responden dengan teknik purposive sampling.
Hasil penelitian ini menunjukkan bahwa adanya kelompok referensi berpengaruh terhadap word of mouth, lifestyle berpengaruh terhadap word of mouth, word of mouth berpengaruh terhadap keputusan pembelian, kelompok referensi berpengaruh terhadap keputusan pembelian, lifetyle berpengaruh terhadap keputusan pembelian, kelompok referensi berpengaruh terhadap keputusan pembelian melalui word of mouth, dan lifestyle berpengaruh terhadap keputusan pembelian melalui word of mouth.
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This study aims to 1) determine the effect of reference groups on word of mouth (WOM). 2) Knowing the influence of lifestyle on word of mouth (WOM). 3) Knowing the effect of word of mouth (WOM) on purchasing decisions on KYT brand helmets. 4) Knowing the influence of reference groups on purchasing decisions on KYT brand helmets. 5) Knowing the influence of lifestyle on purchasing decisions on KYT brand helmets. 6) Knowing the influence of reference groups on purchasing decisions on KYT brand helmets through word of
mouth (WOM). 7) Knowing the influence of lifestyle on purchasing decisions on KYT brand helmets through word of mouth (WOM).
The research method used is descriptive quantitative method using the SmartPLS 3.0 analysis tool to measure the results of the reference group and lifestyle as the independent variable, purchasing decisions as the dependent variable, and word of mouth as the intervening variable. This study uses descriptive analysis with 100 respondents with purposive sampling technique.
The results of this study indicate that the reference group has an effect on word of mouth, lifestyle has an effect on word of mouth, word of mouth has an effect on purchasing decisions, the reference group has an effect on purchasing
decisions, lifestyle has an effect on purchasing decisions, the reference group has an effect on purchasing decisions through word of mouth. of mouth, and lifestyle influence purchasing decisions through word of mouth.