Pengaruh Kelompok Referensi Dan Citra Merek Terhadap Keputusan Pembelian Dan …

ABSTRACT This study aims to determine the effect of reference groups and brand characteristics on purchasing decisions and consumer satisfaction of deodorant Rexona among adolescents in Pekanbaru City. The population in this study were all adolescents in the city of Pekanbaru aged 12-24 years who purchased and used Rexona deodorant and the samples were taken as many as 100 people. To test…