Faktor-faktor yang mempengaruhi attitude terhadap pembelian produk fashion palsu dan implikasinya terhadap repurchase intention (telaah pada counterfeit luxury fashion brands)

Ryadi, Winda Trisna (2014) Faktor-faktor yang mempengaruhi attitude terhadap pembelian produk fashion palsu dan implikasinya terhadap repurchase intention (telaah pada counterfeit luxury fashion brands). Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini dilakukan untuk mencari pengaruh subective norms, informative susceptibility, value consciousness, dan price-quality inference terhadap attitudes toward purchasing counterfeit, dan kemudian pengaruh attitudes toward purchasing counterfeit terhadap repurchase intention. Peneliti menggunakan penelitian kuantitatif dengan menyebarkan kuesioner secara langsung/offline kepada konsumen yang sudah memiliki pengalaman membeli produk fashion palsu bermerek mewah. Penelitian ini menemukan attitudes toward purchasing counterfeit dipengaruhi secara positif oleh subjective norms dan value consciousness, dan repurchase intention secara positif dipengaruhi attitudes toward purchasing counterfeit. Informative susceptibility dan price-quality inference tidak mempengaruhi attitudes toward purchasing counterfeit secara negatif. Perusahaan pemegang merek, organisasi masyarakat anti pemalsuan dan pemerintah sebagai pengambil kebijakan diharapkan dapat mempengaruhi sikap konsumen Indonesia terhadap pembelian produk palsu agar mengurangi niat beli konsumen terhadap produk fashion palsu. Penelitian mengenai faktor subjective norms, informative susceptibility, value consciousness, price-quality inference, attitudes toward purchasing counterfeit, dan repurchase intention diharapkan dapat menjadi masukan bagi industri fashion secara umum dan luxury fashion brands secara khusus, serta dapat menjadi contoh untuk penelitian selanjutnya dalam meneliti variabel yang sama dalam industri lainnya.

Item Type:	Thesis (Bachelor Thesis)
Subjects:	200 Religion > 260 Social and ecclesiastical theology > 261 Social theology and interreligious relations and attitudes 300 Social Sciences > 330 Economics > 338 Production (Agriculture, Business Enterprise, Extraction of Minerals, General Production) > 338.01 Factors of Production 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.84 Marketing Distribution
Divisions:	Faculty of Business > Management
Depositing User:	Administrator UMN Library
Date Deposited:	10 Jul 2017 09:27
Last Modified:	16 May 2023 00:38
URI:	https://kc.umn.ac.id/id/eprint/680

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