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All Journal Journal of Business, Management and Social Studies
Thania, Thania
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Peran Peer Pressure dan Keahlian sebagai Mediator Hubungan Antara Etnis dan Niat Beli Thania, Thania
Journal of Business, Management, and Social Studies Vol. 1 No. 3 (2021): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (623.772 KB) | DOI: 10.53748/jbms.v1i3.26

Abstract

The objective of this study is to investigate the roles of peer pressure and expertise as mediating variables on the relationship between ethnicity and intention to purchase. To develop a quantitative strategy, the author employed Smart-PLS to check the hypotheses based on the data from 350 Instagram users of college students aged 18-25 in Jakarta. The results showed that both mediation effects were significant as well as the direct influence of ethnicity towards purchase intention. However, the direct effect of ethnicity towards purchase intention was the most powerful determinant among the relationships. This study considers a particular ethnicity as influencers and their impact to college students’ perspective in purchase intention.
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