The Influence of Reference Groups, Lifestyle, and Brand Image on Purchasing Decisions for Samsung Brand Smartphones (Study on Undergraduate Students of Management, Faculty of Economic and Business, Udayana University)

The current technological advancements have a significant impact on human life, especially smartphones, which have changed consumer behavior patterns, particularly among students at the Faculty of Economics and Business, Udayana University. Although Samsung leads the global market share, students tend to use Apple brand smartphones. To understand this dynamic, research needs to be conducted in line with the aim of this study, which is to investigate the perceptions of the influence of reference groups, lifestyle, and brand image on the purchasing decision of Samsung smartphones. This research was conducted on undergraduate students of the Management Study Program, Faculty of Economics and Business, Udayana University, with a total sample of 91, determined using the simple random sampling method with the Slovin formula. The results show that reference groups have a positive and significant partial effect on purchasing decisions. Lifestyle also has a positive and significant partial effect on purchasing decisions. Brand image has a positive and significant partial effect on purchasing decisions. The theoretical implications of the study provide a deeper understanding of how the variables of reference groups, lifestyle, and brand image contribute to purchasing decisions. Practically, it is hoped to provide input for Samsung in conducting its business by paying attention to the influence of the variables of reference groups, lifestyle, and brand image on consumer purchasing decisions.