INFLUENCE OF REFERENCE GROUP INDICATORS TO THE IMAGE OF MODERN RETAIL (CASE IN INDONESIA)

Sugito; Arlina Nurbaity Lubis; Endang Sulistya Rini; Yeni Absah

Junior Scientific Researcher (Nov 2018)

INFLUENCE OF REFERENCE GROUP INDICATORS TO THE IMAGE OF MODERN RETAIL (CASE IN INDONESIA)

Sugito,
Arlina Nurbaity Lubis,
Endang Sulistya Rini,
Yeni Absah

Affiliations

Sugito: Doctoral of Management, Universitas Sumatera Utara
Arlina Nurbaity Lubis: Doctoral of Management, Universitas Sumatera Utara
Endang Sulistya Rini: Doctoral of Management, Universitas Sumatera Utara
Yeni Absah: Doctoral of Management, Universitas Sumatera Utara

Journal volume & issue: Vol. 4, no. 2
pp. 67 – 79

Abstract

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This study aims to analyze the influence of the reference group to the image of modern retail in Medan. The research population is modern retail consumers in Medan.The samples in this study were consumers who shop at Indomaret, Alfa Mart and Alfa Midi modern retailers in Medan City, Indonesia and tthe sample size obtained was 204 by the fraction sample method. This study analysis uses a Structural Equation Modeling (SEM). The results concluded that the reference group has a significant effect on the modern retail images

Published in Junior Scientific Researcher

ISSN: 2458-0341 (Online)
Publisher: Research Publishing SRL
Country of publisher: Romania
LCC subjects: Social Sciences: Commerce: Business; Social Sciences: Economic theory. Demography: Economics as a science
Website: http://www.jsrpublishing.com/

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