ANALISIS NIAT BELI KONSUMEN PADA PRODUK TAS COUNTERFEIT

PUTERI RISDAYANI, IIN MAYASARI, Dr., M.M., MSi.

2018 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penelitian ini bertujuan untuk menganalisis pengaruh Price Quality, Risk Averseness, Perceived Risk, Subjective Norms, Integrity, Personal Gratification, dan Attitude pada niat beli konsumen pada produk tas counterfeit (tiruan). Hipotesis dalam penelitian ini diuji secara kuantitatif dengan menggunakan data yang diperoleh melalui kuesioner yang dibagikan kepada 200 responden. Hasil penelitian ini menunjukkan bahwa dari keseluruhan variabel yang diteliti, variabel Attitude, Subjective Norms, dan Personal Gratification berpengaruh positif pada niat beli konsumen; sedangkan, Price Quality Inference, Risk Averseness, Perceived Risk, dan Integrity berpengaruh pada niat beli konsumen pada produk tas counterfeit tetapi tidak signifikan.

The purpose of this research is to analyze the influence of Price Quality, Risk Averseness, Perceived Risk, Subjective Norms, Integrity, Personal Gratification, and Attitude on consumer behavioral intention on counteirfeit bag. The hypothesis tested in this study quantitatively using the data obtained through a questionnaire to 200 respondents. The results of this research shows that the variables researched, Attitude variables, Subjective Norms and Personal Gratification shows a positive reaction towards consumer purchase intention, only Price Quality Inference, Risk Averness, Perceived Risk and Integrity do not affect consumers purchase intention significantly towards counterfeit bag product.

Kata Kunci : Counterfeit, Price Quality, Risk Averseness, Perceived Risk, Subjective Norms, Integrity, Personal Gratification, dan Attitude. / Counterfeit, Price Quality, Risk Averseness, Perceived Risk, Subjective Norms, Integrity, Personal Gratification, and Attitud