For personal references, use someone who you've known for at least one to two years and who knows you quite well. Many people tend to use parents, siblings, relatives, or close friends as personal references because there's typically a lengthy relationship history.
For professional or work references, it's best to use someone in management from positions relevant to the job you are applying for. References who are in management are often taken more seriously because they have intimate knowledge of your abilities as a worker and what it's like to manage you.
When possible, you should use a direct supervisor rather than a general manager because the direct supervisor is likely to have worked with you more often, and therefore, knows you better as an employee.