Pengaruh Persepsi Konsumen Generasi Z di Indonesia terhadap Niat Beli Produk Dupe

Layyina, Khansa Hayyu (2026) Pengaruh Persepsi Konsumen Generasi Z di Indonesia terhadap Niat Beli Produk Dupe. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dupe culture merupakan praktik menciptakan dan mempopulerkan alternatif berbiaya lebih rendah yang meniru tampilan, nuansa, atau fungsi produk bermerek preium ataupun mewah. Budaya ini berkembang pesat terutama di kalangan Generasi Z, yang dikenal sebagai generasi value-driven dengan preferensi terhadap produk yang sesuai dengan nilai, gaya, dan keterjangkauan. Melalui media sosial, khususnya platform seperti TikTok, fenomena ini menjadi semakin viral dan berperan besar dalam membentuk persepsi serta niat beli konsumen terhadap produk dupe. Penelitian ini bertujuan untuk menganalisis pengaruh perceived benefit, perceived risk, dan online persuasion terhadap purchase intention produk dupe melalui consumer attitude sebagai variabel mediasi. Penelitian ini akan berfokus pada bagaimana persepsi konsumen serta online persuasion membentuk sikap konsumen terhadap niat beli produk dupe. Penelitian ini menggunakan metode kuantitatif eksplanatori untuk menjelaskan pengaruh perceived benefit, perceived risk, dan online persuasion terhadap purchase intention, dengan consumer attitude sebagai variabel mediasi. Pengolahan dan analisis data dilakukan dengan analisis deskriptif dan PLS-SEM menggunakan data primer dengan 122 sampel Generasi Z berusia 13 – 27 tahun di Indonesia yang aktif menggunakan platform media sosial seperti Instagram, TikTok, maupun platform X, dan mengetahui produk fashion bag dupe dari merek lokal di Indonesia, dari sebelum dan sesudah melakukan pembelian. Instrumen penelitian disusun menggunakan kuesioner dengan Skala Likert 1 – 5. Hasil penelitian menemukan bahwa perceived benefit dan online persuasion berpengaruh positif dan signifikan terhadap consumer attitude terhadap perilaku pembelian produk dupe, sementara perceived risk tidak berpengaruh signifikan. Selain itu, consumer attitude terbukti memediasi pengaruh perceived benefit dan online persuasion terhadap purchase intention, namun tidak memediasi pengaruh perceived risk. Temuan ini memperkaya pemahaman mengenai model konseptual dalam konteks dupe culture serta memberikan implikasi praktis bagi pelaku industri fashion.
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Dupe culture is the practice of creating and popularizing lower-cost alternatives that mimic the appearance, feel, or function of premium or luxury branded products. This culture is growing rapidly, especially among Generation Z, who are known as a value-driven generation with a preference for products that match their values, style, and affordability. Through social media, especially platforms such as TikTok, this phenomenon has become increasingly viral and plays a major role in shaping consumer perceptions and purchase intentions towards dupe products. This study aims to analyse the effect of perceived benefit, perceived risk, and online persuasion on purchase intention of dupe products through consumer attitude as a mediator. This study will focus on how consumer perceptions and online persuasion shape consumer attitudes towards purchasing intentions for dupe products. This study adopts an explanatory quantitative method to explain the influence of perceived benefit, perceived risk, and online persuasion on purchase intention, with consumer attitude as mediator. Data processing and analysis is conducted with descriptive analysis and PLS-SEM using primary data with 122 samples of Generation Z aged 13-27 years in Indonesia who actively use social media platforms such as Instagram, TikTok, and X, and are aware of dupe fashion bag products from local brands in Indonesia, both before and after making a purchase. The research instrument was prepared using a questionnaire with a Likert Scale of 1-5. The results of the study found that perceived benefit and online persuasion had a positive and significant effect on consumer attitude towards the behavior of purchasing dupe products, while perceived risk had no significant effect. Furthermore, consumer attitude was found to mediate the influence of perceived benefit and online persuasion on purchase intention, but did not mediate the influence of perceived risk. These findings enrich our understanding of the conceptual model in the context of dupe culture and provide practical implications for fashion industry players.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Attitude, Consumer Perception, Dupe Culture, Generasi Z, Purchase Intention, Consumer Attitude, Consumer Perception, Dupe Culture, Generation Z, Purchase Intention.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User:	Khansa Hayyu Layyina
Date Deposited:	04 Aug 2026 09:37
Last Modified:	04 Aug 2026 09:37
URI:	http://repository.its.ac.id/id/eprint/143643

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