Detail Inovasi Perguruan Tinggi


Tema: Manajemen Pemasaran
Judul: The Effect of Nationalism, Social Status and Group Brand Into a Purchasing Decision of Local Product
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0426067001

Tahun: 2018

. In understanding various types of consumer behavior and diversity of purchasing decisions, Nationalism, entrepreneur Social Status and Reference Groups can be factors for consumers on purchasing decisions on local products. The purpose of this research are (1)to find out whether nationalism can influence local product purchasing decisions, (2)to find out whether social status can influence local product purchasing decisions, (3)to find out whether reference groups can influence local product purchasing decisions, ( 4)To find out whether nationalism, social status and group reference can influence purchasing power of local products. The number of respondents 100 respondents are choose from buyers of Jco Donuts and Coffee products. The results of study are: (1)Nationalism has a positive and significant influence on purchasing decisions , (2)Social Status has a positive and significant effect on purchasing decision, (3)Reference Group has a positive and significant influence on purchasing decisions, (4)There is no significant relationship between nationalism, social status and reference groups on purchasing decision.

Keyword: nationalism, social status, group brand, purchasing decision