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This research aims to analyze and discuss the influence of consumptive lifestyle and reference group on local cosmetics purchase decision. The sampling technique use a judgemental sampling method. The population used is a career woman working and or residing in the region South Surabaya, with many as 110 samples of respondents. Data analysis technique used was multiple linear regression with a scale of measurement using Likert. The result about influence of consumptive lifestyle and reference group shows that coefficient of determination (adjusted R square) was 56,2% and the rest were affected by others variable which were not mentioned in this research. The t-test shows that consumptive lifestyle variable having influence smaller than a reference group, so that can be concluded local cosmetics purchase decision cosmetics on career woman more influenced by a reference group respondents namely colleagues.  ABSTRAKSIPenelitian ini bertujuan untuk menganalisis dan membahas pengaruh gaya hidup konsumtif dan kelompok referensi terhadap keputusan pembelian kosmetik lokal. Teknik pengambilan sampel menggunakan metode judgemental sampling. Populasi dari penelitian ini adalah wanita karir yang bekerja atau bertempat tinggal di Surabaya Selatan, dengan sampel sebanyak 110 responden. Teknik analisis data yang digunakan adalah regresi linier berganda dengan skala pengukuran Likert. Hasil penelitian tentang pengaruh gaya hidup konsumtif dan kelompok referensi menunjukkan bahwa koefisien determinasi (adjusted R square) sebesar 56,2% dan sisanya dipengaruhi variabel lain yang tidak disebutkan dalam penelitian. T-test menunjukkan variabel gaya hidup konsumtif memiliki pengaruh lebih kecil daripada kelompok referensi, jadi dapat disimpulkan bahwa keputusan pembelian kosmetik lokal pada wanita karir banyak dipengaruhi oleh kelompok referensi responden yakni rekan kerja.

PENGARUH GAYA HIDUP KONSUMTIF DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK LOKAL