INFLUENCE OF REFERENCE GROUP INDICATORS
TO THE IMAGE OF MODERN RETAIL
(CASE IN INDONESIA)
INFLUENCE OF REFERENCE GROUP INDICATORS
TO THE IMAGE OF MODERN RETAIL
(CASE IN INDONESIA)
Author(s): Sugito Sugito, Arlina Nurbaity Lubis, Endang Sulistya Rini, Yeni AbsahSubject(s): Economy, Business Economy / Management, Socio-Economic Research
Published by: Research Publishing SRL
Keywords: consumers; reference group; image of modern retail;
Summary/Abstract: This study aims to analyze the influence of the reference group to the image of modern retail inMedan. The research population is modern retail consumers in Medan.The samples in this studywere consumers who shop at Indomaret, Alfa Mart and Alfa Midi modern retailers in Medan City,Indonesia and tthe sample size obtained was 204 by the fraction sample method. This studyanalysis uses a Structural Equation Modeling (SEM). The results concluded that the referencegroup has a significant effect on the modern retail images.
Journal: Junior Scientific Researcher
- Issue Year: 4/2018
- Issue No: 2
- Page Range: 67-79
- Page Count: 13
- Language: English