PENGARUH GAYA HIDUP DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MELALUI E-COMMERCE SHOPEE

This study aims to examine the effect of lifestyle and reference groups on purchasing decisions of fashion products on e-commerce Shopee. The research design used in this study is causal quantitative. The subjects of this research are Shopee application users in the community in the city of Singaraja, Buleleng sub-district, and the objects of this research are lifestyle, reference groups and purchasing decisions. The population used is 100 respondents. Data were collected by questionnaire and then analyzed by multiple linear regression analysis. The results showed that: (1) there is an influence of lifestyle on purchasing decisions of fashion products through e-commerce Shopee, (2) there is an influence of reference groups on purchasing decisions of fashion products through e-commerce Shopee, and (3) there is an influence of lifestyle and reference group on purchasing decisions for fashion products through Shopee e-commerce.