Pengaruh Kelompok Persahabatan Dan Kelompok Dunia Maya Terhadap Keputusan Pembelian (Survei Pada Mahasiswa Strata-1 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Yang Melakukan Pembelian Dipengaruhi Melalui Media Sosial Instagram)

This study aims to identify and explain: (1) the effect of Friendship Group variable to Buying Decision variable; (2) the effect of Virtual Group variable to Buying Decision variable; (3) the effect of Friendship Group variable and Virtual Group variable as an simultaneous to Buying Decision variable. This research is explanatory research using quantitative approach. The population in this study are Student of Administration Science Faculty of Brawijaya University who Make Purchases via Social Media Instagram with purposive sampling, using the formula of Machin and Champbell taken sample of 106 respondents. Methods of data collection using questionnaires. Data analysis techniques using descriptive analysis and liniear regression analysis. The result for this research are: (1) Friendship Group variable (X1) have a significant influence on the Buying Decision variable (Y) equal to 0,581; (2) Virtual Group variable (X2) have a significant influence on Buying Decision variable (Y) equal to 0,483; (3) Friendship Group variable (X1) and Virtual Group variable (X2) have a significant influence as an simultaneous on the Buying Decision variables equal to 0,235 (Y)