Anandata, Galuh (2026) Analisis Strategi Copycat Global Brand Terhadap Niat Beli Konsumen: Peran Faktor Psikologos dan Sosial Budaya, Studi Eksperimental Pada Gen Z dan Milenial di Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Strategi copycat yang meniru elemen visual merek global semakin banyak digunakan oleh brand lokal sebagai alternatif legal untuk menjangkau konsumen aspiratif, namun berpotensi memicu konflik psikologis dan evaluasi sosial. Berbasis dual-process theory yang didukung cognitive dissonance theory dan social identity theory, penelitian ini menganalisis pengaruh strategi copycat terhadap purchase intention. Penelitian menggunakan desain eksperimen faktorial 2x2 product type(utilitarian vs. hedonic) dan strategy copycat (attribute vs. theme), dengan stimulus visual produk tumbler dan fashion bag dari 400 responden Gen Z dan milenial di Surabaya. Analisis dilakukan melalui PLS-SEM dan Multigroup Analysis. Hasil menunjukkan bahwa acceptability berpengaruh positif terhadap niat beli, terutama pada produk utilitarian. Risk of embarrassment memediasi hubungan materialism dan niat beli, sementara face consciousness tidak berpengaruh langsung. Consumer ethnocentrism memoderasi hubungan acceptability dan niat beli, khususnya pada produk utilitarian. Temuan ini menegaskan bahwa efektivitas strategi copycat dengan ditentukan oleh konteks evaluasi tipe produk, risiko psikologis, dan penerimaan sosial.
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Copycat strategies that imitate the visual element of global brand are increasingly adopted by local brands as a legal alternative to reach aspiration consumers, yet they may trigger psychological conflict and social evaluation. Grounded in dual-process theory, supported by cognitive dissonance theory and social identity theory, this study examines the effect of copycat strategies on purchase intention. A 2 × 2 factorial experimental design was employed, manipulating product type (utilitarian vs. hedonic) and copycat strategy (attributebased vs. theme-based), using visual stimuli of tumblers and fashion bags collected from 400 Gen Z and Millennial respondents in Surabaya. Data were analyzed using PLS-SEM and Multigroup Analysis. The results show that acceptability positively influences purchase intention, particularly for utilitarian products. Risk of embarrassment mediates the relationship between materialism and purchase intention, while face consciousness shows no direct effect. Consumer ethnocentrism moderates the acceptability–purchase intention relationship, especially for utilitarian products. These findings highlight that the effectiveness of copycat strategies depends on product-type evaluation, psychological risk, and social acceptance.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Copycat Product, Face consciousness, materialism, Risk of embarrassment, Acceptability, Consumer Ethnocentrism, Purchase intention |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences T Technology > TS Manufactures > TS171 Product design |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Galuh Anandata |
| Date Deposited: | 21 Feb 2026 15:41 |
| Last Modified: | 25 Feb 2026 06:40 |
| URI: | http://repository.its.ac.id/id/eprint/132561 |
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