Survei Pengaruh Informal Reference Group terhadap Sikap pada Produk KW Fashion

Diah Puspita Anggraeni, Pulung Setiouci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Counterfeit products trade has become a common phenomenon in Indonesia. These illegal products are against Intellectual Property Rights towards its official brand. Because of so many who interest with this products, so that it has high demand in the market. Sold in many different level of price and quality, counterfeit goods has become a choice by people to fill their needs for fashion. With many kind motivation, social influence and willing to be associate with particular brand which it can be reach with cheaper price, then that’s why counterfeit goods has its own allure. As an illegal products, counterfeit goods has been broadly expand by word of mouth, where this logic was applied in this research. Using communication theory of S-O-R (Stimulus-Organism-Response), which stimulus are forms of messages or information sent by their informal reference group (parents and friends) related to the use of counterfeit fashion goods. Organism that everyone has their own as an internalization from all the messages and information from stimulus. Then it responses are related to their attitude’s forms as cognitive, affective, and behavior toward counterfeit fashion products. Through this survey, it was found that the informal group has significant role to the individual attitude towards counterfeit fashion products. From the data was found that friends have the greatest influence than family in addressing counterfeit fashion goods

Kata Kunci : Fashion