THE INFLUENCE OF SOCIAL FACTORS ON CUSTOMER PURCHASE INTENTION IN USING WEDDING ORGANIZER IN MANADO
ABSTRACT: Trends in wedding
business is being exported globally. There is market opportunity to make the
proliferation of event organizer business to become wedding organizer. The
Wedding organizer business is needed at this time for the success of wedding
preparation and ceremony. Now social influences are not new to the wedding
industry because most of the time couples, especially brides-to-be, are
consulting to external parties in order to acquire ideas and suggestions on how
to enrich the context and design of the wedding celebration. The purpose of
this study is to analyze the influence of social factors on customers purchase
intention in using wedding organizer in Manado. The research method used in
this research is associated with multiple linear regression analysis, and the
sample of 60 respondents were taken from couples-to-be and married couples. The
result reveales that reference groups, family, and roles & status have a
significant influence and family is the most dominant to the customers purchase
intention in using wedding organizers. The role of parents are very important
and influential. At certain ages, young people cannot generate their own income
so family automatically becomes a source of funds in facilitating customers in
purchase wedding organizers.
Author: Hillary Julia Tuwo,
Merinda Pandowo
Journal Code: jpmanajemengg150062
