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This study was conducted at Bio Live Healthy Home, located in Sei Bamban District, Serdang Bedagai Regency. The primary objective of this research is to determine how lifestyle, reference groups, and consumer attitudes influence the decision to use services offered by the institution. In a rapidly growing health and wellness industry, understanding consumer behavior is essential to improve service quality and increase customer engagement. To achieve the research objectives, the study employed a survey method with a quantitative approach. The target population consisted of service users, and a sample of 92 respondents was selected. Data collection was carried out through a combination of observation, interviews, documentation, and the distribution of structured questionnaires. The questionnaire was designed to capture variables related to lifestyle, reference groups, attitudes, and service usage decisions. Before conducting the main analysis, the data were tested for validity and reliability to ensure that the instrument accurately measured what it intended to measure. Furthermore, classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were conducted to confirm the feasibility of using a multiple linear regression model. The analysis was performed using the Statistical Package for the Social Sciences (SPSS) software. The results of the study revealed that lifestyle, reference groups, and attitudes each had a significant and positive influence on the decision to use services at Bio Live Healthy Home. This indicates that individuals with health-conscious lifestyles, influenced by their social environment and holding positive attitudes toward wellness services, are more likely to engage with the services offered. Moreover, these three factors collectively contributed to a meaningful explanation of the variation in consumer decisions. In conclusion, the findings highlight the importance for service providers to consider psychological and social factors when designing marketing strategies.

The development of digital technology has brought major changes in various aspects of human life, especially in the fields of education and the world of work. In this modern era, laptops have become one of the essential devices, especially for students who also work. Laptops are not only used to complete academic assignments, but also to support professional work and daily social activities. One of the most popular laptop brands is the Apple MacBook, which is known for its elegant design, high performance, long battery life, and excellence in integration between devices through the Apple ecosystem. In the environment of the University of 17 August 1945 Surabaya, MacBooks are increasingly popular among working students because they are considered devices that support high productivity and are valuable long-term investments. This study aims to analyze the influence of lifestyle and reference groups on the decision to purchase Apple laptops (Macbook) among working students. The research method used is a quantitative approach by distributing questionnaires online via Google Form. The sampling technique applied is convenience sampling, with a total of 90 respondents who are active students who also work. Data were analyzed using multiple linear regression. The results of the study indicate that simultaneously Lifestyle and Reference Groups have a positive and significant effect on the Purchase Decision of Apple laptops (Macbook) among students working at the University of 17 August 1945 Surabaya. This finding provides important insights for manufacturers, marketers, and academics in designing more targeted marketing strategies, while also helping students in making rational and appropriate purchasing decisions.  

As one of the oldest hospitals in Bekasi Regency, KM I Hospital is required to remain trusted by patients in choosing health services including inpatient care. The decline in BOR (Bed Occupancy Rate) experienced by KM I Hospital in the last 1 year indicates that hospital marketing needs to be improved.  This study aims to analyze the effect of competitive advantage and informational reference groups on patient's decision in choosing inpatient services with benevolence trust as an intervening variable at KM I Hospital. The research method uses a quantitative explanatory research approach. Respondents were 185 patients at KM I Hospital who were willing to be hospitalized. The sample collection technique was purposive sampling. Data collection used a questionnaire, and the data analysis technique used SEM-PLS. Results show that Competitive Advantage and Informational Reference Group have a direct and indirect effect on patient’s decision to choose inpatient services through benevolence trust at KM I Hospital (p<0.05). These results theoretically support previous theories and research. Managerially, it is expected to provide input for KM I Hospital management to increase competitive advantage and strengthen informational reference groups. These efforts can increase benevolence trust and ultimately increase patient’s decision to choose inpatient services.

The cosmetics industry in Indonesia continues to experience rapid development, especially with increasing consumer preferences for local products. Hanasui, as a local cosmetic brand, offers quality facial serum at affordable prices which is available on various e-commerce platforms. This research aims to analyze the factors that influence consumer behavior in purchasing Hanasui serum, including product quality, price, online reviews and social recommendations. Referring to previous research, factors such as social class, reference groups, product knowledge, and online customer reviews are known to play an important role in cosmetic product purchasing decisions. The findings of this research are expected to provide in-depth insight for manufacturers and marketers to formulate more effective marketing strategies, increase customer loyalty, and strengthen Hanasui's position in the local cosmetics market.  

This study examinesthe factors influencing tax compliance among Generation Z in Solo Raya, Indonesia, with a particular focus on the challenges of low compliance within the informal sector. Employing a quantitative approach, data were gathered through closed questionnaires distributed to 135 respondents and analyzed using Structural Equation Modeling -Partial Least Squares(SEM-PLS) via SmartPLS 3. The results revealthat reference groups and tax knowledge have a significant positive impacton tax compliance, whereas thedigitalization ofthe tax system and social media donot demonstratea significant effect. Thesefindings underscore the critical role of social influence and tax education in improving compliance while indicating that digitalization efforts and social media campaigns require further refinement. This research contributesto the development of effective government policies aimed at enhancing tax compliance among Generation Zthrough targeted educational initiatives and the strategic application of technology.

The main problem in this research is what factors influence customer decisions in choosing BRI Bank Britama Savings Products in Fatukoa Village. The aim of this research is to see and explain what influences the decisions of Fatukoa Village customers in saving with Britama Savings Products. This type of research uses descriptive qualitative research. The data sources in this research are primary data and secondary data. Where data collection uses interview, observation, and documentation techniques. determining informants using Purposive Sampling, totaling 6 people. The time and place of the research was carried out in the 2023-2024 academic year, on a number of customers who live in Fatukoa Village, Kupang City. The results of this research explain that the factors that influence customers' decisions in choosing Britama Bank BRI savings products are influenced by cultural factors because cultural influences play a key role in customer decisions. The socialization process from the experience of being a customer for eight years, the use of banking products since the beginning of college, and the management of business transactions are the main factors in choosing Britama Savings. Social Factors due to the existence of reference groups, both from friends and family, have a big impact. Suggestions from friends about the benefits of interest rates and easy access to BRI Bank's online services, as well as recommendations from wives who are BRI Bank customers, are taken into consideration in the decision to save on Britama Products. Personal Factors due to Age, life cycle stage, work and economic environment are factors personal influences on product choices. The decision to save in BRI Bank Britama Products is based on long-term goals, investment, financial discipline, and economic considerations as well as income that can be invested, and Psychological Factors because the motivation for opening a Britama Savings account is related to biogenic and psychogenic needs, such as increasing pension funds, long-term investment, increasing financial discipline, and building savings habits. Trust and positive attitudes towards Britama products, supported by the reputation and security of BRI Bank, also play a key role in decision making. Apart from that, information from reference groups, socialization experiences, economic considerations, and trust in banking institutions are key factors that shape customer decision behavior.

Nopi 'Sapa' 2023. Analysis of Consumer Behavior on Purchase Intention at the To'Pao Art Market. This research is to find out how to analyze consumer behavior towards buying interest in the to'pao art market. This type of research uses descriptive qualitative research in which researchers develop consumer behavior towards buying interest at to'pao art markets. The results of this study indicate that there are several factors that influence buying interest in the to'pao art market, namely: 1. Cultural factors influence a person's purchasing decision to follow the customs of the community, or ethnic groups collect and wear when attending certain events. 2. Social factors influence the influence of reference groups, family, and roles and status to cause a person to make a purchase intention in order to gain recognition in society. 3. Personal factors are influential because work, age, and economic conditions encourage someone to make a purchase intention. 4. Psychological factors affect purchase intention through motivation, information, and influence from other people so that it automatically causes a positive perspective on an item.  

In the world of banking in Indonesia, Islamic banking is a type of activity based on sharia principles that is free from usury. Unlike conventional banks which use interest in collecting and channeling funds, Islamic banks use financing as a contract. In conventional and Islamic banking there are differences in terms of banking operations. Therefore, this study aims to analyze the effect of knowledge, reference groups, and consumer motivation on customers' reasons for saving at Bank Syariah Indonesia, South Jakarta. The approach used in this research is a quantitative approach. The quantitative approach aims to determine the magnitude of the analyzed variables. The results of the study show that the knowledge variable and the consumer motivation variable do not have a significant influence on a person's decision to save at Bank Syariah Indonesia. Meanwhile, the reference group variable has a significant influence on a person's decision to save at Bank Syariah Indonesia, so that simultaneously high and low knowledge, reference group, and motivation if simultaneously have an influence on customers to save at Bank Syariah Indonesia.