Pengaruh Gaya Hidup dan Kelompok Referensi Terhadap Keputusan Pembelian Laptop Gaming Merk Acer (Studi Kasus Pada Komunitas Game Online di Kota Surabaya Timur). (The Influence of Lifestyle and Reference Groups on Purchasing Decisions of Acer Brand Gaming Laptops (Case Study of an Online Game Community in East Surabaya City) Periode 2024-2025).

Herduana, Elvara Cherry (2024) Pengaruh Gaya Hidup dan Kelompok Referensi Terhadap Keputusan Pembelian Laptop Gaming Merk Acer (Studi Kasus Pada Komunitas Game Online di Kota Surabaya Timur). (The Influence of Lifestyle and Reference Groups on Purchasing Decisions of Acer Brand Gaming Laptops (Case Study of an Online Game Community in East Surabaya City) Periode 2024-2025). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The increase in people's lifestyles and knowledge from reference groups 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. Companies that are able to provide the latest and innovative technology in their laptops have a competitive advantage. these innovations can include better performance, longer battery life, attractive designs, and additional features such as touchscreen or keyboard background lighting technology. one of the companies involved in business competition is the Acer Gaming Laptop Company. The formulation of the problem in this research is whether there is an influence of Lifestyle and Reference Groups on the Purchase Decision of Acer Brand Gaming Laptops in East Surabaya. The aim of this research is to determine and analyze the influence of Lifestyle and Reference Groups partially and simultaneously on purchasing decisions. This type of research is quantitative using a non-probability sampling method using convenience sampling techniques with a sample size of 90 respondents. The population in this research is all members of the Kill the Last online game community in East Surabaya, totaling 897 members and the data collection technique is e-questionnaire via Google Form and data analysis techniques. The analysis technique used in this research is multiple linear regression analysis, test linearity, validity test, reliability test, classical assumption test and hypothesis test. The results of this research show that Lifestyle and Reference Groups have a positive and significant effect, both partially and simultaneously, on purchasing decisions.

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