Komunikasi antar teman (Peers) di Twitter dan pengaruhnya terhadap niat pembelian : studi kasus : Jazz Goes to Campus

Deskripsi

This study investigates how social media peer communication affecting the purchase intention of Jazz Goes To Campus? ticket in two ways: directly through conformity with peers moderated by need for uniqueness and indirectly by reinforcing product involvement. This research is quantitative descriptive interpretive. The result revealed that direct effect of peer communication did not affect the product attitude significantly neither did need for uniqueness with its moderating role between two variables.Ada tabel