This study aims to determine the effoct of product quality, reference group
and ajfer-sales service on Lenovo laptop purchasing decisions. The research
method used in this study is a quantitative research method The population in this
study were all college students and university students in Purwokerto. The sampling
technique used in this study is a non-probability sampling technique, which is a
sampling technique fhar does not provide equal opportunities for each element of
the population to be selected as a sample. The number of samples in this study
amounted to 110 people. The analytical method used in this study is multiple linear
regression analysis at a significance level of95%. The program used in analyzing
the data uses the Statistical Package for Social Sciences (SPSS) Ver 20.00. Based
on the results of research partially and simultaneously shows that the quality of
product quality, reference group and ajier-sales service affect the purchasing
decisions of Lenovo laptops. The magnitude of the influence ofproduct quality,
reference group and qfter-sales service on purchasing decisions is 59.8%.