Faktor-Faktor Sosial Yang Mempengaruhi Konsumen Dalam Membeli Smartphone Merek Vivo Pada Masyarakat Bengkalis

This study aims to determine the social factors that influence consumers in buying Vivo brand smartphones in the Bengkalis community. This type of research is observational by distributing questionnaires to 100 respondents using the non-probability sampling method of selecting samples. The results of this study indicate that the reference group gets a mean score of 3.98 classified as high class, families get a mean score of 4.00 classified as high class, roles and status get a mean score of 4.00 classified as high class. So the most dominant social factors influencing consumers in buying Vivo brand smartphones ,are the families role and status, while the lowest social factors influencing consumers in buying Vivo brand smartphones are Reference groups