The Roles of Peer Pressure and Expertise as Mediators on the Relationship between Ethnicity and Purchase Intention

Authors

  • Thania Sampoerna University, Jakarta, Indonesia

DOI:

https://doi.org/10.53748/jbms.v1i3.26

Abstract

The objective of this study is to investigate the roles of peer pressure and expertise as mediating variables on the relationship between ethnicity and intention to purchase. To develop a quantitative strategy, the author employed Smart-PLS to check the hypotheses based on the data from 350 Instagram users of college students aged 18-25 in Jakarta. The results showed that both mediation effects were significant as well as the direct influence of ethnicity towards purchase intention. However, the direct effect of ethnicity towards purchase intention was the most powerful determinant among the relationships. This study considers a particular ethnicity as influencers and their impact to college students’ perspective in purchase intention.

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Published

2021-12-31

How to Cite

Thania. (2021). The Roles of Peer Pressure and Expertise as Mediators on the Relationship between Ethnicity and Purchase Intention. Journal of Business, Management, and Social Studies, 1(3), 19–30. https://doi.org/10.53748/jbms.v1i3.26

Issue

Vol. 1 No. 3 (2021): Journal of Business, Management, and Social Studies

Section

Articles

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 (CC 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.