Perilaku Pembelian Hedonis Generasi Z: Promosi Pemasaran, Kelompok Acuan, dan Konsep Diri

Sometimes consumers can not understand their needs and desaires that can cause hedonic buying behavior. The aim of this research was to analyze the effects of marketing promotion, reference group and self-concept on hedonic buying behavior in generation Z. The study was conducted by online survey....

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Bibliographic Details
Published in:	Jurnal Ilmu Keluarga dan Konsumen
Main Authors:	Andre Fachrun Ramadhan, Megawati Simanjuntak
Format:	Article
Language:	Indonesian
Published:	Institut Pertanian Bogor 2018-11-01
Subjects:	generation Z hedonic buying behavior marketing promotion reference group self-concept
Online Access:	https://jurnal.ipb.ac.id/index.php/jikk/article/view/21731

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