Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Kosmetik Halal

Abstract

Cosmetics are one of the needs of society in the modern era. This is due to environmental demands that require a person to appear more attractive. However, several indicators in the selection of cosmetics need to be considered because they relate to the accuracy of making a choice. This study aims to determine the effect of lifestyle and reference groups on purchasing decisions for halal cosmetics. The sample in this study was 100 Muhammadiyah University Yogyakarta female students with a purposive sampling technique. The data in this study were analyzed using multiple linear regression. The results of this study show that lifestyle and reference groups have a positive effect on purchasing decisions for halal cosmetics. For this reason, managers need to carry out promotions by targeting reference groups that can influence people's purchasing decisions for cosmetics. In addition, managers also need to adjust the products created with the trends or lifestyles of their users.