Open AccessKONTRIBUSI ATRIBUT PRODUK, KELOMPOK EFERENSI, DAN PROMOSI TERHADAP INFLUENCE POWER ANAK KEPADA ORANG TUA
Author(s) -
Jessica Weynata
Publication year - 2014
Publication title -
jurnal manajemen dan pemasaran jasa
Language(s) - English
Resource type - Journals
eISSN - 2442-9732
pISSN - 0216-3780
DOI - 10.25105/jmpj.v7i1.521
Subject(s) - promotion (chess) , product (mathematics) , psychology , advertising , business , political science , mathematics , geometry , politics , law
The background of this research was due to the fact that children are unique and potential consumers. The objective of this research was to analyze the effect of factors that form the intention to consume among children and how these factors shape the children’s ability to persuade their parents to purchase goods on their behalves.The design of this research was a survey. The researcher involment in this research was moderate, using non-contrived study setting. The result of this research concluded that promotion had bigger effect on forming the intention to consume snacks among children, compared to the reference groups.Key Words: Product attribute, reference groups, intention to consume, impulsice buying, influence power.