Journal of Business, Management and Social Studies
Vol. 1 No. 3 (2021): Journal of Business, Management, and Social Studies

Peran Peer Pressure dan Keahlian sebagai Mediator Hubungan Antara Etnis dan Niat Beli

Thania, Thania (Unknown)

Article Info

Publish Date
31 Dec 2021

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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Journal Info
Journal of Business, Management and Social Studies
Website

Abbrev

JBMS

Publisher

APPS Publications

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Description

The focus and scope of Journal of Business, Management, and Social Studies (JBMS) is in the fields of economics, business, and management, including but not limited to finance and banking, regional economy, marketing management, human resource management, entrepreneurship. The publication frequency ...