| dc.description.abstract | A study attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite celebrity and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide expected to give adequate contributions for marketing and advertising managers seeking to improve their understanding of the ever-growing adolescent consumer market.
The primary data of this research is collected by spreading questionnaires to random 100 adolescents who have range of age between 15-19 years old, in Jogjakarta, Indonesia. The respondents were asked to answer more less 24 questions, 6 questions for each role model. Consist of 20 questions about role model and 4 questions about purchasing intention. The quantitative data analysis method used to test the two hypothesizes in this research is a set of multiple regression test.
Based on the research findings and the analysis, the results shows that role model has significant influences on adolescent's purchasing intention and among all role models which consist of direct role model (father and mother) and vicarious role model (athlete and celebrity), athlete is the only type of role model that shows insignificant influence at 5% significant level. Based on the weight of beta coefficient, the research also shows that father has the strongest influences on adolescent's purchasing intention followed by mother, celebrity, and athlete in the last position. The results are strengthen by another regression test between direct role model and vicarious role model. The t-test shows that direct role model has stronger influences on adolescent's purchasing intention rather than vicarious role model. | en_US |
