Abstract

Teens are extremely important targets for marketers because: they influence their parents’ spending, spend a lot of money in the future, and they are trendsetters. Some reason that make a brand popular among teens’ are: “quality”, “it’s for people my age”, “advertising”, “if cool friends or peers use it”, and “if a cool celebrity uses it”. Thus, it appears that advertising, peers, and celebrity or reference group have the potential to contribute to brand choice among teens. The objective of this research was to know how reference group influence teenagers’ purchase intention and purchase behavior, especially in food supplement product. Sample was collected as a purposive random sampling method. This study used a questionnaire survey to investigate the influence of reference group in teenagers’ purchase intention and purchase behavior. The questionnaire was adopted from Martin and Bush (2000). Data was analyzed by simple regression analysis. By analyzing the standardized beta coefficients and the significance levels of each reference group, the predictive ability of potential reference group influence on teenagers’ purchase intention and purchase behavior can be examined. The findings suggest that reference group have a significant influence toward food supplement purchase intention and purchase behavior in Teenagers. All reference groups have a significant influence toward food supplement purchase intention, but only experts and celebrity have a significant influence toward purchase behavior in teenagers’. The findings also suggest that reference groups doesn’t plays an important role to influence purchase intention and purchase behavior in Teenagers”