Andriana, Rita Amanda (2016) Pengaruh Social Factors Dan Personality Factors Terhadap Sikap Dan Niat Beli Tas Branded Tiruan Di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
Preview |
Text
2512101019-Undergraduate_Thesis.pdf - Accepted Version Download (2MB) | Preview |
Abstract
Kegiatan pemalsuan (counterfeiting) di dunia saat ini terus berkembang
pesat dengan banyaknya produk branded tiruan di pasaran. Counterfeiting
meningkat di negara-negara berkembang memiliki alasan utama karena harga dari
produk branded tiruan yang signifikan lebih rendah dari produk branded yang
asli. Produk luxury brand mudah dipalsukan karena mudah untuk dijual dan
biaya produksinya rendah. Keinginan konsumen dalam mengejar status sosial dan
ingin diakui sadar akan fashion merupakan penyebab meningkatnya demand
produk branded tiruan. Salah satu produk fashion yang mudah dan banyak
dipalsukan adalah tas branded mewah. Penelitian sebelumnya membuktikan
bahwa social factors dan personality factors memiliki pengaruh terhadap sikap
dan niat pembelian tas branded tiruan. Penelitian ini bertujuan untuk mengetahui
pengaruh social factors dan personality factors terhadap sikap dan niat beli tas
branded tiruan di Surabaya. Metode yang digunakan adalah Structural Equation
Modelling (SEM). Sampel pada penelitian ini adalah pembeli dan bukan pembeli
tas branded tiruan di Surabaya sebanyak 366 responden. Hasil yang didapat dari
penelitian ini adalah social factors dan personality factors berpengaruh positif
signifikan terhadap sikap pada pemalsuan tas branded, namun tidak pada
purchase intention. Sikap pada pemalsuan tas branded memiliki pengaruh positif
siginifikan terhadap purchase intention tas branded tiruan
==================================================================================================================
Fashion industry counterfeiting is continually growing with the increasing
number of imitation fashion items in the market. Counterfeiting is on the rise in
developing countries because the price of fake accessories is much lower than the
original branded one. Products with luxury brands are easy to forge because they
are easy to sell and the production cost is low. Furthermore demand from
consumers is also increasing since consumers now have a huge tendency to seek
for a higher social status and want to be seen fashionable. One of fashion
products that is easy to be made fake is luxurious branded bags. Former research
has proven that social factors and personality factors have influence toward
consumer behavior and purchase intention of counterfeit branded bags. This
research aims to identify the influence of social factors and personality factors
toward consumer behavior and purchase intention of counterfeit branded bags in
Surabaya. The method that is used in this research is Structural Equation
Modelling (SEM). The samples of this research are both buyers and non-buyers of
counterfeit bags in Surabaya with number of 366 respondents. The result of this
research is that social factors and personality factors give positive influence to
consumer behavior towards counterfeit branded bags, yet not to the purchase
intention. Nevertheless consumer behavior gives positive significant influence
towards purchase intention of counterfeit branded bags
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 519.53 And p |
| Uncontrolled Keywords: | Faktor sosial, Faktor kepribadian, Pemalsuan, Pembelian, SEM |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | ansi aflacha |
| Date Deposited: | 18 May 2020 06:56 |
| Last Modified: | 18 May 2020 06:56 |
| URI: | http://repository.its.ac.id/id/eprint/76010 |
Actions (login required)
 |
View Item |