Abstract:
Notice a stable amount of consumers in Indonesia still prefer unbranded fashion products sold mostly in individually-owned shops, a research about what actually is their motive in buying fashion product would be an interesting study. One of the external factor affecting customer buying motive is the reference groups. Thus, the study in the field of reference groups and its influence toward customer buying motive in fashion product category would bring a significant meaning toward Matahari Department Store‘s future strategy. The researcher only focuses on teenage and young adult customers of Matahari Department Store in Cikarang. This research used quantitative method. In collecting data process, researcher constructed questionnaire and spread it to 150 respondents. The analysis was done by using Multiple Regression method, processed with help of SPSS windows version 20.0. The result of research showed that there was a significant influence of reference groups toward buying motive of customers at Matahari Department Store. Family and friends/peers played the most significant role. Moreover, among 3 types of influences, customers of Matahari Department Store were susceptible the most by Utilitarian and Informational influence from reference groups. Over all, the research had achieved the objectives of the research as well as brings several logical advices and recommendations to the managers of Matahari.
