The Opinion Leadership in Fashion, Higher Education, and Politics

Abstract

- Opinion Leadership is one of the most important thing in consumer behavior field. However, there are
not so many research that investigate the existence of opinion leadership in fashion, higher education, and general
election products. This research investigated the opinion leadership of students of Universities in Bandung related
to fashion, higher education, and general election products. Additionally, this research is verified some conflicting
in opinion leadership previous research. The result of this research will make contribution to consumer behavior
theory and marketing practice as well. Through the findings of this research, managers could make a better
marketing planning and strategy. Based on previous research, we could raise the existence of opinion leadership
in students of higher education in Bandung. To meet the objectives of this research, we use descriptive statistics
and contingency table. The results indicate that opinion leadership is existing in fashion and higher educations,
but not in politics. This research also analyzed the relationship between demographic items and opinion
leadership, then made some recommendations and limitations.