PENGARUH TEMAN SEBAYA DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LIP CREAM
THE INFLUENCE OF PEER GROUP AND SOCIAL MEDIA ON PURCHASE DECISION OF LIP CREAM PRODUCT
Pada proses pengambilan keputusan akan ada berbagai faktor pendorong konsumen dalam pembelian, faktor teman sebaya dan media sosial menjadi bagian dari pendorong keputusan pembelian. Penelitian bertujuan untuk menjabarkan pengaruh teman sebaya dan media sosial terhadap keputusan pembelian pada produk lip cream. Populasi penelitian ini adalah masyarakat tulungagung pengguna produk lip cream. Adapun sampel berjumlah 100 responden, dimana sampel diambil dengan metode purposive sampling. Data penelitian diperoleh dengan menyebarkan kuesioner melalui Google form, yang kemudian data diolah dengan program SPSS, untuk menganalisis uji regresi. Hasil penelitian pada uji parsial didapatkan ada pengaruh positif variabel teman sebaya dan media sosial terhadap keputusan pembelian. Variabel teman sebaya dan media sosial secara simultan mempengaruhi keputusan pembelian dimana kedua variabel independen mampu mempengaruhi variabel keputusan pembelian dengan persentase 46,1% dan 53,9% dipengaruhi oleh faktor lain selainr variabel penelitian.
Kata Kunci : Teman sebaya, Media Sosial, Keputusan Pembelian
During the decision-making process, there will be various factors driving the consumers to purchase, peers and social media factors take part in driving the purchasing decision. This study aims to describe the influence of peers and social media on the purchasing decision of lip cream products. The population of this research is the people of Tulungagung who are using lip cream products. The sample amounted to 100 respondents, where the sample was taken by the purposive sampling method. The research data was obtained by distributing Google Form questionnaires, which the result was then processed by the SPSS software to analyze the regression test. The partial test results showed that there was a positive influence that peer variable and social media variable on the purchasing decisions. Peer variables and social media variables simultaneously affect purchasing decisions. The two independent variables (X1 and X2) were indeed influencing the purchasing decisions variables with an amount of 46.1% and 53.9% were influenced by other factors besides research variables.
Keywords: Peer group, social media, purchase decision