Pengaruh Kekuatan Sosial Teman Sebaya terhadap Keinginan Pembelian Produk Fesyen pada Remaja di Kabupaten Bogor

Abstract

The teens market is a potential market segment that plays a big role in growing the fashion industry. During adolescence, peers have a big influence to their purchase intention. Therefore, it becomes very important for marketers to know how peers influence teenagers in terms of purchase intention. This research aims to analyze whether there is a significant influence from peer’s social power (expert power, legitimate power, referent power, reward power, coercive power) to teenager’s purchase intention for fashion products. The method used in this research is using linear regression analysis which was computed using SPSS 19 software. The results of this research show that expert power,reward power, and legitimate power significantly influence teenager’s intention to buy fashion products.