DETERMINANTS OF COUNTERFEIT FASHION PURCHASE BEHAVIOR IN INDONESIA

Kurniawan, Dova (2018) DETERMINANTS OF COUNTERFEIT FASHION PURCHASE BEHAVIOR IN INDONESIA. S1 thesis, UAJY.

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Abstract

Counterfeiting is a major problem that is experienced worldwide, Indonesia included. The main purpose of this research is to analyze the purchase behavior of counterfeit fashion product in Indonesia. This research is using online questionnaire that is distributed to 290 respondents. This research is using SEMPLS as the analysis tool. The result shows that fashion consciousness, subjective norm, ethical judgment, value consciousness and self-ambiguity significantly affect purchase behavior of consumers towards counterfeit products. It is better for future research to add more demographic variables and also specify the products so the respondents can reach better understanding. The result of this research can help the companies of luxury fashion brand in Indonesia to prevent their products being copied by analyzing the factors and making strategies based on that.

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