The Analysis towards the Influence of Motivation, Brand Image, Price, and Groups Reference on Purchasing Decisions of Original Perfume Products (Study Case of Meruya Campus Undergraduate Students, Mercu Buana University)


Authors : Brian Wijanarko, Achmad Fachrodji

Volume/Issue : Volume 5 - 2020, Issue 1 - January

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2UBBFVi

Perfume has become one of life style products that could support appealing and increasing self-confidence. All parties really need such a perfume in such activities outside the home, including students. Students often feel the urges on buying perfume at high prices with irrational concern to fullfil their social environment desires and look perfect also following the trends. This research purpose to determine the influences of motivation, brand image, price, and groups reference on the decision to buy the original perfume on Students at Mercubuana University, Meruya. The Samples were taken is 244 people with simply random sampling technique from population of students at Mercubuana University, Meruya. This research are bases on the Structural Equation Model (SEM) analysis method with the Linear Structural Relationship (Lisrel) version 8.80. The results showed that motivation has positive and significant influence toward the purchasing decisions for original perfume, while Brand Image has a positive but has not being significant one. While the Price and Reference Group variables have negative and not significant influences on the purchase decision for the original perfume.

Keywords : Motivation, Brand Image, Price, Reference Group, Purchasing Decision, Perfume.

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