The Effect of Value and Reference Group on Young Consumer’s Hedonic Buying

The Effect of Value and Reference Group on Young Consumer’s Hedonic Buying

Hedonic buying is one of buying behavior that based on happiness aspect, involved sensory and excluded needs. Hedonic buying can cause individual to be extravagant in long term period. The aim of this research was to analyze the effect of value and reference group on young consumer’s hedonic buying...

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Bibliographic Details
Main Authors: Diana Hartatin, Megawati Simanjuntak
Format: Article
Language:English
Published: Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University 2016-02-01
Series:Journal of Consumer Sciences
Online Access:https://journal.ipb.ac.id/index.php/jcs/article/view/10692

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