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Eiger Store Sukabumi is a company that distributes outdoor equipment under the auspices of CV. Sabak Adventure Indonesia. The problem identified was purchase decision. The research was aimed at determining the analysis of reference group and product attributes toward purchase decision of bag customer at Eiger Store Kota Sukabumi. The research methods applied were descriptive and associative. The techniques of analyzing data applied were multiple linear regression analysis and partial (t test) and simultaneous (f test) statistic tests for testing the hypothesis. Based on the result of the research, the determination coefficient is acquired which is observed from the value (R) amounted to 0.894 meaning that the influence of group reference (X1) and product attributes (X2) toward purchase decision (Y) is amounted to 89.6% and 10.4% of leftover. Based on the multiple correlation coefficient test observed from the value R amounted to 0.947 shows that there is positive and significant influence between reference group (X1) and product attributes (X2) toward purchase decision (Y).

Analisis Kelompok Acuan dan Atribut Produk terhadap Keputusan Pembelian Konsumen Tas Eiger pada Eiger Store Kota Sukabumi