期刊名称：Russian Journal of Agricultural and Socio-Economic Sciences
印刷版ISSN：2226-1184
电子版ISSN：2226-1184
出版年度：2021
卷号：110
期号：2
页码：85-92
DOI：10.18551/rjoas.2021-02.10
语种：English
出版社：Russian Journal of Agricultural and Socio-Economic Sciences
摘要：Consumers are the company's biggest asset. If a business wants to continue to grow and develop, the business actor must be able to understand and understand the desires of the various consumers. The purpose of this study is to describe the purchasing experience and reference groups that are used as a reference for consumers in purchasing products through digital marketing. Respondents of this study were consumers of UMKM products in the Greater Malang area who were taken as a representative sample with the conditions in the field. The probability sampling method is used to take samples with a total of 100 respondents. Reference group is used as a reference for consumers in purchasing products through digital marketing. The results of data processing use descriptive analysis. In general, the reference groups that influence digital product purchases are friends / spouses and family. The marketing approach and increasing consumer confidence must be built based on this closeness system through the purchase experience.
