2024
DOI: 10.29040/ijebar.v8i1.12609
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The Influence of Need for Uniqueness, Bandwagon Effect and Reference Group on Purchase Intention Through Value-Expressive Function of Attitude as an Intervening Variable (Empirical Study on Hijab Buttonscarves)

Meydiawati Meydiawati,
Wenny Pebrianti,
Ramadania Ramadania

Abstract: This research aims to analyze the influence of need for uniqueness, bandwagon effect, and reference group on purchase intention through the value-expressive function of attitude as an intervening variable on Buttonscarves hijab in Pontianak. The research approach is quantitative, using an associative causal method. The research is conducted on respondents who are familiar with Buttonscarves hijab products in Pontianak. Sampling in this research used non-probability sampling method, specifically purposiv… Show more

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