A QUANTITATIVE INVESTIGATION ON UNDERSTANDING CONSUMER BEHAVIOR REGARDING COUNTERFEIT LUXURY BRANDS OF FASHION IN INDONESIA

Mayasari, Iin and Chris Haryanto, Handrix and Abdillah, Willy and Wiadi, Iyus and A. Wijanarko, Adrian A QUANTITATIVE INVESTIGATION ON UNDERSTANDING CONSUMER BEHAVIOR REGARDING COUNTERFEIT LUXURY BRANDS OF FASHION IN INDONESIA. Documentation. Universitas Paramadina.

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Abstract

ABSTRACT Purpose- The purpose of this quantitative study is to analyze attitude toward counterfeit luxury brand and purchase intention of counterfeit in Indonesia which focuses on fashion products. The study also aims at analyzing the influence of novelty seeking, integrity values, and status consumption on attitude toward counterfeits. Furthermore, this study also addresses the influence of perceived risk, information susceptibility, vanity physical, and vanity achievement on purchase intention of counterfeits. Design/Methodology/Approach- A total of 195 respondents were included after distributing questionnaires by doing a survey in Indonesia. Data were analyzed using partial least square. Findings- The results of the study indicated that attitude toward counterfeits luxury brand was the most important determinant of intention to purchase for counterfeit. Novelty seeking and status consumption were also the important determinants of attitude toward counterfeits. However, integrity was found to have a strong positive relationship with intention to purchase for counterfeit. Perceived risk, social influence, vanity physical, and vanity achievement were found to have insignificant relationship with purchase intention of counterfeits. Originality/Value- This study provides the importance of theoretical insight regarding counterfeits in Indonesia. It emphasizes motivation, values, and attitudes toward counterfeits among Indonesia consumers. The findings of the study will provide for fashion brand companies in formulation marketing strategies. Keywords Consumer behavior, Indonesia, Counterfeit luxury brand, Attitude, Purchase Intention

Item Type: Monograph (Documentation)
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Mr Sudarmawan Sudarmawan
Date Deposited: 19 Aug 2020 03:35
Last Modified: 19 Aug 2020 03:35
URI: http://repository.paramadina.ac.id/id/eprint/43

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