Menguji kecenderungan market mavenism pada konsumen tablet PC di Indonesia : studi kasus konsumen Apple Ipad

Deskripsi

The purpose of this research is understanding the variables that are significantly influencing The Market Mavenism Tendency. This research use exploratory and descriptive design research conducted one time in one period (cross sectional design). Researcher uses sample of 150 respondents using non probability sampling method, focus on convenience sampling. Data Analysis methods used are reliability test, validity, and this research show that Brand Engagement and Attractiveness significantly influencing Market Mavenism Tendency but not Status Consumption. The Market Mavenism Tendency significantly influencing product category involvement such as mobile phone involvement and clothing involvement.Ada tabel