Pengaruh service quality dan reference group terhadap keputusan konsumen dalam berbelanja di Lotte Mart

This research is motivated by the growth rate of hypermarkets in Bandung. course will affect number people who shop modern markets or hypermarkets. Shopping service providers must prepare best strategy to attract consumers, because with emergence new outlets, consumers have more choices. Lotte Mart hypermarket one outlets affected this imbalance. It can be seen from between its competitors, namely Indomart. The problem study "what factors influence a person's decision choose at Mart". Specifically focused on two variables, Service Quality and Reference Group. purpose able these variables influencing consumer decisions choosing Mart. population are consumers. samples used were 100 random using accidental sampling method approach. Methods data collection questionnaire. Data analysis descriptive percentage multiple linear regression analysis. Based results study, it known that there an Group decisions. Simultaneously effect based F test was obtained value 11.776. concludes positive significant