Purchase Intention of Counterfeit Football Kits in Indonesia

ADHITYA WICAKSONO, Bayu Sutikno, M. S. M., Ph. D.

2018 | Skripsi | S1 MANAJEMEN

Penelitian ini bertujuan untuk mengukur Niat Pembelian terhadap Jersey Sepak Bola Tiruan untuk konsumen Indonesia. Menggunakan Theory of Reasoned Action sebagai landasan teori, kemudian dibagi ke 3 variabel independen yaitu Sikap terhadap Perilaku, Norma Subyektif, dan Kesadaran Merek. Lalu, Niat Pembelian sebagai variabel dependen. Penelitian ini dilakukan untuk memahami niat perilaku konsumen Indonesia untuk melakukan pembelian terhadap jersey sepak bola tiruan dan apakah dimensi tersebut memiliki dampak yang signifikan terhadap konteks konsumen Indonesia. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability purposive sampling dan responden yang dipilih adalah berdasarkan mereka belum pernah membeli jersey sepak bola tiruan. Hasil dari penelitian ini menunjukkan bahwa 2 dimensi Theory of Reasoned Action yaitu: Sikap dan Norma Subyektif memiliki pengaruh positif yang signifikan terhadap Niat Pembelian untuk Konsumen Indonesia sedangkan Kesadaran Merek memiliki pengaruh negatif. Keywords: Niat Pembelian, Jersey Sepak Bola Tiruan, Theory of Reasoned Action, Sikap, Norma Subyektif, Kesadaran merek, Konsumen Indonesia

This study aims to measure the purchase intention of counterfeit football kits in Indonesia. Using Theory of Reasoned Action they are then divided in to 3 independent variable which are Attitude, Subjective Norm, and Brand Consciousness. Purchase Intention as the dependent variable. It was conducted in order to understand the Indonesian consumers’ behavior intention of purchasing counterfeit football kits and to determine if these elements have an effect towards the context of the Indonesian consumer. The sampling method used in this study is a non-probability purposive sampling and respondents were selected based on whether they have not experienced purchasing counterfeit football kit before. The findings from this study have shown that 2 Theory of Reasoned Action: Attitude and Subjective Norm have a significant positive effect towards the intention to purchase. On the other hand, Brand Consciousness have a significant negative effect towards the intention to purchase counterfeit football kits. Keywords: Purchase Intention, Counterfeit Football Kits, Theory of Reasoned Action, Attitude, Subjective Norm, Brand Consciousness, Indonesia Consumers

Kata Kunci : Niat Pembelian, Jersey Sepak Bola Tiruan, Theory of Reasoned Action, Sikap, Norma Subyektif, Kesadaran merek, Konsumen Indonesia/Purchase Intention, Counterfeit Football Kits, Theory of Reasoned Action, Attitude, Subjective Norm, Brand Consciousness, Ind