Pengaruh Kelompok Referensi, Media Sosial, Word Of Mouth Terhadap Keputusan Menggunakan Lapangan Futsal Lucky Perjuangan Samarinda

Abstract

This study aims to analyze the influence of reference groups, social media, and word of mouth on consumers’ decisions to use Lucky Perjuangan Futsal Field in Samarinda. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 64 respondents who were selected using an accidental sampling technique. The collected data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results of the partial t-test indicate that the reference group has a positive and significant effect on the decision to use the futsal field (t = 5.909; sig. = 0.000), social media has a positive and significant effect (t = 2.430; sig. = 0.018), and word of mouth also has a positive and significant effect (t = 2.863; sig. = 0.006). Simultaneously, the F-test shows that reference groups, social media, and word of mouth significantly affect consumers’ decisions to use the futsal field (F = 37.195; sig. = 0.000). Furthermore, the coefficient of determination (R²) is 0.650, indicating that 65.0% of the variation in consumers’ decisions can be explained by reference groups, social media, and word of mouth, while the remaining 35.0% is influenced by other variables outside the research model. Based on the standardized regression coefficients, the reference group is the most dominant variable, with a beta coefficient of 0.536, followed by word of mouth at 0.245 and social media at 0.216. These findings indicate that social influence, information obtained through social media, and recommendations or experiences shared by other consumers play an important role in shaping consumers’ decisions to use Lucky Perjuangan Futsal Field in Samarinda.