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Oct 13, 2025 by talynt.org 50 views

Family Influence and Reference Group on Tabita Face Cream Purchasing Decisions (Study of Women in Tanjung Morawa District)

Introduction

The demand for facial care products has been increasing in recent years, with many companies entering the market to cater to this growing demand. One such company is Tabita Face Cream, also known as Tabita Skincare. When it comes to buying beauty products, consumers are often influenced by their family and reference groups, as well as recommendations from their closest friends and family members. This study aims to investigate the influence of family and reference groups on Tabita face cream purchasing decisions among women in the Tanjung Morawa District.

Background

The Tanjung Morawa District is a region with a high demand for facial care products, and Tabita Face Cream is one of the most popular brands in the area. However, there is a lack of research on the factors that influence purchasing decisions for this product. This study aims to fill this gap by examining the role of family and reference groups in shaping consumer behavior.

Methodology

This study used a quantitative approach with an associative method to analyze the data. A total of 100 respondents were selected as research samples using purposive sampling. The data collection method involved distributing questionnaires to consumers, which were then analyzed using SPSS. The data analysis methods used included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing.

Results

The results of this study showed that family (X1) had a significant influence on purchasing decisions, with a coefficient of determination (R) of 0.934. This indicates a very strong relationship between family and purchasing decisions. The adjusted R Square (R2) value was 0.870, which means that family and reference groups together affect purchasing decisions by 87%, while the remaining 13% is influenced by other variables not included in this study.

Discussion

The results of this study provide an interesting picture of the role of family and reference groups in influencing the decision to purchase Tabita face cream. Some key points that can be reviewed further include:

Family Role: The family has a significant influence on purchasing decisions, indicating that family is a source of strong information and trust for consumers.
Role of Reference Groups: Reference groups also play an important role in the decision-making process, showing that consumers tend to be affected by the opinions and experiences of others when choosing products.
Factor Combination: This research also proves that the combination of the influence of families and reference groups has a very strong impact on purchasing decisions.
Marketing Strategy: The results of this study can be a reference for Tabita Skincare producers to formulate a more effective marketing strategy. Increased interaction with family and reference groups through targeted marketing campaigns can increase sales.

Conclusion

This study shows that family and reference groups have a significant influence on the decision to purchase Tabita face cream. Both of these factors can be a major consideration in understanding consumer behavior and formulating a more effective marketing strategy. The results of this study can be used as a reference for Tabita Skincare producers to develop targeted marketing campaigns that take into account the influence of family and reference groups on purchasing decisions.

Recommendations

Based on the findings of this study, the following recommendations can be made:

Targeted Marketing Campaigns: Tabita Skincare producers should develop targeted marketing campaigns that take into account the influence of family and reference groups on purchasing decisions.
Family Engagement: Tabita Skincare producers should engage with family members and reference groups through social media, events, and other marketing channels to increase brand awareness and loyalty.
Product Development: Tabita Skincare producers should develop products that cater to the needs and preferences of family and reference groups, such as products that are suitable for different skin types and concerns.

Limitations

This study has several limitations that should be noted. Firstly, the study only focused on women in the Tanjung Morawa District, and the findings may not be generalizable to other regions or demographics. Secondly, the study only examined the influence of family and reference groups on purchasing decisions, and did not consider other factors that may influence consumer behavior. Finally, the study used a quantitative approach, which may not capture the nuances and complexities of consumer behavior.

Future Research Directions

Future research should aim to build on the findings of this study by examining the influence of family and reference groups on purchasing decisions in other regions and demographics. Additionally, future research should consider other factors that may influence consumer behavior, such as social media, advertising, and product features.
Q&A: Family Influence and Reference Group on Tabita Face Cream Purchasing Decisions

Introduction

In our previous article, we discussed the influence of family and reference groups on Tabita face cream purchasing decisions among women in the Tanjung Morawa District. In this article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence purchasing decisions for Tabita face cream, a popular beauty product in the Tanjung Morawa District. The study's findings can be used by Tabita Skincare producers to develop targeted marketing campaigns and improve their product offerings.

Q: What is the role of family in purchasing decisions?

A: The study found that family has a significant influence on purchasing decisions, with a coefficient of determination (R) of 0.934. This indicates a very strong relationship between family and purchasing decisions. Family members are a source of strong information and trust for consumers, and their opinions and experiences play a significant role in shaping consumer behavior.

Q: What is the role of reference groups in purchasing decisions?

A: The study found that reference groups also play an important role in the decision-making process, with a coefficient of determination (R) of 0.934. Reference groups, such as friends and social media influencers, can influence consumer behavior by providing information and recommendations about products.

Q: How can Tabita Skincare producers use the findings of this study?

A: Tabita Skincare producers can use the findings of this study to develop targeted marketing campaigns that take into account the influence of family and reference groups on purchasing decisions. They can also use the study's findings to improve their product offerings and develop products that cater to the needs and preferences of family and reference groups.

Q: What are the limitations of this study?

A: This study has several limitations that should be noted. Firstly, the study only focused on women in the Tanjung Morawa District, and the findings may not be generalizable to other regions or demographics. Secondly, the study only examined the influence of family and reference groups on purchasing decisions, and did not consider other factors that may influence consumer behavior. Finally, the study used a quantitative approach, which may not capture the nuances and complexities of consumer behavior.

Q: What are the implications of this study for marketing strategy?

A: The study's findings have significant implications for marketing strategy. Tabita Skincare producers should develop targeted marketing campaigns that take into account the influence of family and reference groups on purchasing decisions. They should also engage with family members and reference groups through social media, events, and other marketing channels to increase brand awareness and loyalty.

Q: What are the future research directions for this study?

A: Future research should aim to build on the findings of this study by examining the influence of family and reference groups on purchasing decisions in other regions and demographics. Additionally, future research should consider other factors that may influence consumer behavior, such as social media, advertising, and product features.

Q: How can consumers use the findings of this study?

A: Consumers can use the findings of this study to make informed purchasing decisions. They can consider the influence of family and reference groups on their purchasing decisions and take into account the opinions and experiences of others when choosing products.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are:

Family has a significant influence on purchasing decisions.
Reference groups also play an important role in the decision-making process.
Tabita Skincare producers should develop targeted marketing campaigns that take into account the influence of family and reference groups on purchasing decisions.
Consumers should consider the influence of family and reference groups on their purchasing decisions and take into account the opinions and experiences of others when choosing products.