Mahrinasari, Mahrinasari and Pandjaitan, Dorothy Rouly H. (2020) Customer Purchase Intention on Counterfeit Fashion Products: Application of Theory of Reasoned Action. SSRG International Journal of Economics and Management Studies (SSRG-IJEMS). ISSN ISSN: 2393 – 9125

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Abstract

Fashion is a popular aesthetic expression at a particular time and place and in a specific context, especially in clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body proportions. In Indonesia, counterfeit fashion products is a phenomenon that is currently happening. To find out the reasons why people intend to buy counterfeit fashion products, this study adopts the Theory of Reasoned Action (TRA) by taking social factors, which consist of information susceptibility and normative susceptibility, as well as personal factors, which consist of value consciousness, perceived risks, integrity, consumption status, and materialism as variables in this study. This study examines whether attitudes mediate social factors and personal factors on consumer purchase intentions in buying counterfeit fashion products. The data used are primary. The data collection technique was used through a questionnaire. This study's population knew about counterfeit fashion products, while the sampling technique used purposive sampling of 200 respondents. The results showed that attitudes mediate normative susceptibility, value consciousness, integrity, consumption status, and materialism to purchase intention. And it does not mediate normative susceptibility and perceived risk to purchase intentions. Keywords: theory of reasoned action, attitudes, purchase intention, counterfeit

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Dr DOROTHY ROULY PANDJAITAN
Date Deposited: 23 Nov 2020 07:06
Last Modified: 23 Nov 2020 07:06
URI: http://repository.lppm.unila.ac.id/id/eprint/26697

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