THE INFLUENCE OF REFERENCE GROUPS INVOLVING EMOTIONAL MARKETING ON PURCHASE DECISIONS (CASE STUDY ON VISITORS AT ZARA STORE TUNJUNGAN PLAZA SURABAYA)

Abstract

This paper aims to review the research on and how far The Effect of Reference Groups Involving Emotional marketing can be affected consumer behavior. The objective of this research is how far Social groups can influece on purchasing decisions Zara at visitors of Zara’s store. This research is quantitative aiming for partial significant influence and simultaneously. The respondents number who used a total of 100 respondents who are ever buying those product. This research method is tested with validity and reliability test. The classical assumption used normality assumption test, multicollinearity assumption test, heteroscedasticity assumption test, and linearity assumption test. It is also used multiple linear regression, and test the hypothesis that F test, t test, and test the dominant.

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