IDENTIFIKASI KEBERADAAN KEPEMIMPINAN OPINI (OPINION LEADERSHIP) PADA PRODUK FESYEN, PERGURUAN TINGGI, DAN POLITIK
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Date
2007-04
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Publisher
The 1st PPM National Conference on Management Research, Sekolah Tinggi Manajemen PPM Jakarta
Abstract
Opinion Leadership is one of the most important thing in consumer behavior field. However,
there are not so many research that investigate the existence of opinion leadership in fesyen,
higher education, and general election products. This research investigated the opinion
leadership of students of Universities in Bandung related to fesyen, higher education, and
general election products. Additionally, this research is verified some conflicting in opinion
leadership previous research. The result of this research will make contribution to consumer
behavior theory and marketing practice as well. Through the findings of this research,
managers could make a better marketing planning and strategy. Based on previous research,
we could raised the existence of opinion leadership in students of higher education in
Bandung. To meet the objectives of this research, we use descriptive statistics and
contingency table. This research also discuss the results of the research, made some
recommendations, and limitations.
Description
Keywords
Opinion Leadership