Analysis of Reference Group and Opinion Leader Towards Interest In Buying Yoghurt

The research aims to find out analysis of reference group and opinion leader towards interest inbuying yogurt purpose this study was determine the significance groups leaders on purchase Yogurt. Yogurt is a start-up company managed as an entrepreneurship business project. experienced decline in sales which could be caused by unexpected factors, loss cooperation contracts with other companies, lack appropriate strategies promotion. Design. Methodology/ approach. Based review literature number samples used 124 respondents. approach carried quantitatively using processed SPSS version 25 programs. data collection method uses instrument based variables are expected significantly influence consumer buying interest. Originality/value – These results showed that influenced