| Summary: | This research is to explain the effect of variable communication patterns of
parents to their children in the affected parent and social oriented and concept
oriented that focuses on families purchase consumer goods in Carrefour Surabaya.
Data obtained through primary data by distributing questionnaires to 50 pairs: 50
questionnaires for parents and 50 questionnaires for children and the sample
making techniques using convenience sampling technique. The results of this
research shows that first, there was a significant positive influence of parental
communication patterns of child-oriented concepts that influence the purchasing
decisions of parents. Second, there was no significant effect on communication
patterns of social-oriented parents of children with parents in influencing purchase
decisions. Third, there are significant differences between the types of parental
communication patterns with the type of Protective and Pluralistic with
consensual consensual.
The results of this study can be used as a reference in marketing strategy in
companies, especially in Carrefour Surabaya how to offering products for the
family by looking at the influence of communication patterns that occur in
Carrefour Surabaya
|
|---|