Kristiadi, Joshua and Abadi, Fiter (2018) Analyzing Factors Influencing Consumer Purchase Decision Of Counterfeit Fashion Products In Indonesia. Bachelor thesis, Swiss German University.

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Abstract

The aim of this paper is to analyze factors that influencing consumer purchase decision of counterfeit products in Indonesia. The study is also aiming to examine the relationship of consumers’ attitude towards counterfeit products with purchase decision. This study adopted the descriptive quantitative approach. The result is coming from both primary data which is coming from journals and articles, and secondary data which is coming from questionnaire result. The questionnaire was distributed to 130 respondents and the analysis technique was using Structural Equation Model (SEM) with maximum likelihood estimation. Data processing was done by using SPSS software and SmartPLS. The result from structural model suggests that consumers’ decision on purchasing counterfeit products are influenced by status consumption, novelty seeking, personal gratification but integrity does not have any influence on consumers’ purchase decision. By having a better understanding of the consumers’ decision to purchase counterfeit products, the manufacturers of the original brand company can make better marketing strategies to prevent consumers on making decision to purchase counterfeit products.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Status Consumption; Novelty Seeking; Personal Gratification; Attitude; Integrity
Subjects:	H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 03:09
Last Modified:	19 May 2020 03:09
URI:	http://repository.sgu.ac.id/id/eprint/571

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