Santi Budiman, Tony Wijaya
This research has purpose to test the influence of communication pattern of parents and children, that is concept and social orientation toward the children role as the influencer in buying decision making in Indonesia. Sample in this research is dyadic sample that involves parents and children. The sampling was done with purposive sampling method. One hundred and twenty respondents had been successfully collected in this research. Data was collected using questionnaire. Data analysis used regression analysis. This research result shows that the communication pattern of parents that is social-oriented does not significantly influence the children role as the influencer in buying decision. Parents’ communication pattern that is concept-oriented influences positively the children role as the influencer in buying decision. © 2016 People and Global Business Association.
STIE Isti Ekatana Upaweda Yogyakarta, Jl. Hayam Wuruk No. 20, Yogyakarta, 55212, Indonesia; Faculty of Economic and Business, Universitas Negeri Yogyakarta, Jl. Colombo No 1, Yogyakarta, 55281, Indonesia
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