By default, the 5th column in the .bim ("A1") is the minor allele and the 6th column ("A2") is the major allele. This can be changed with the --a1-allele and --a2-allele flags.
When exporting a VCF file, the reference allele is set to A2. (Since PLINK normally resets the major allele to A2 on *every* run, it is frequently necessary to use the --a2-allele flag when exporting a VCF.)