JOURNAL ARCHIVE
2024-12-19
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Jurnal Bisnis dan Komunikasi Digital
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pp. 12–12
The Role of Peers in Shaping Purchasing Decisions of Fashion Products among Teenagers
Winona Monica Bahari, Aisyah Putri Nabila, Chris Louis Budiarto, Rusdi Hidayat, Indah Respati Kusumasari
This study explores the influence of the social environment on consumer decision-making patterns among teenagers. This research uses a qualitative, descriptive approach and a literature study. The results showed that the social climate significantly influences adolescent consumer decision-making patterns. These findings can help understand how the social environment affects adolescent consumer behavior and contribute to developing effective marketing strategies; keywords: social environment, consumer decision-making patterns, adolescents, qualitative approach, and literature study.