PENGARUH KELOMPOK REFERENSI, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA PRODUK SUSU FORMULA NESTLE LACTOGROW DI KOTA PEKANBARU

Abstract

This study aims to determine the effect of Reference Group, Product
Quality and Promotion on Buying Decision and Costumer Satisfaction in using
Nestle Lactogrow Formula Milk in Pekanbaru City. The population in this study
includes all consumers who buy and use Nestle Lactogrow Formula Milk in
Pekanbaru City, while totally samples in this study is 100 people. The sampling
technique in this study is Purposive Sampling, which is the selection of samples
based on certain criteria. Data taken from respondents using questioners. The
analytical method used in this research is path analysis using SPSS (Statistical
Package for Social Science) aplication. The result show that: (1) Reference
Group has significant effect on Buying Decision. (2) Product Quality has
significant effect on Buying Decision. (3) Promotion has significant effect on
Buying Decision. (4) Buying Decision has significant effect on Customer
Satisfaction. (5) Reference Group has significant effect on Customer Satisfaction
through Buying Decision as a variable intervening. (6) Product Quality has
significant effect on Customer Satisfaction through Buying Decision as a variable
intervening, and (7) Promotion has significant effect on Customer Satisfaction
through Buying Decision as a variable intervening in using Nestle Lactogrow
Formula Milk in Pekanbaru City.
Keywords : Refererence Group, Product Quality, Promotion, Buying Decision and
Customer Satisfaction