Pengaruh Social Factors Dan Personality Factors Terhadap Sikap Dan Niat Beli Tas Branded Tiruan Di Surabaya

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.

[img]
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: https://repository.its.ac.id/id/eprint/76010

Actions (login required)

View Item View Item