The Effect of Nationalism, Social Status and Group Brand Into a Purchasing Decision of Local Product

Authors

  • Ernita Siallagan Sekolah Tinggi Ilmu Ekonomi Kesatuan
  • Febie Vallentine Sekolah Tinggi Ilmu Ekonomi Kesatuan

Keywords:

nationalism, social status, group brand, purchasing decision

Abstract

Abstract. 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

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Published

2021-06-26