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.