Counterfeit Purchase Intention of Fashion Brands: The Personal Values and Social Aspect of Consumers as Determinants

  • Iin Mayasari Paramadina University
  • Handrix Chris Haryanto Paramadina University
  • Iyus Wiadi Paramadina University
  • Adrian Azhar Wijanarko Paramadina University
  • Willy Abdillah University of Bengkulu
Keywords: consumer behavior, counterfeits, personal values, social factor, purchase intention, Indonesia

Abstract

Counterfeiting has become a growth industry in Indonesia. Consumers in Indonesia tend to find counterfeit products very easily, especially fashion products. The aim of this quantitative study is to analyze personal values and social factors toward counterfeit items and the intention to purchase counterfeit goods in Indonesia, with a focus on fashion products. The study also aims at analyzing the influence of novelty seeking, integrity values, and status consumption on people’s attitudes toward counterfeit goods. Furthermore, this study also addresses the influence of perceived risk, information susceptibility, physical vanity, and vanity-achievement on the intention to purchase counterfeit products. One hundred and ninety-three respondents were included in our study after survey questionnaires had been distributed in Indonesia. The respondents were 19 to 44 years old, living in Jakarta, Tangerang, Bogor, Bekasi, Yogyakarta, Bandung, Medan, Jambi, Batam, Pekanbaru and Samarinda, all of which are larger cities in Indonesia. Data were analyzed using partial least squares. The results of the study showed that the attitude toward counterfeit items was the most important factor in the willingness to purchase counterfeit goods. Novelty seeking, integrity, status consumption, and information susceptibility were also important determinants of people’s attitudes toward counterfeit products. Perceived risk, physical vanity, and achievement vanity were found to have an insignificant relationship with the intention to purchase counterfeit products .  This study also has an impact on marketing strategies. One of them is marketers can offer very prestigious brands to reduce the trade in counterfeit luxury brands.

Author Biographies

Iin Mayasari, Paramadina University

She works as  a lecturer of  Management Study in University of Paramadina. She earned her Doctoral Program in Marketing  from Gadjah Mada University, 2007 and her Graduate Program in Marketing from Gadjah Mada University, 1998. She has a publication in International Journal of Business and Society, Gadjah Mada International Journal of Business, Journal of Research in Marketing and Entrepreneurship.

Author's contact detail: Iin Mayasari complete address; Perumahan Rancho Indah, Jalan Tanjung 19 No 88, Tanjung Barat, Jakarta, 12530.

Handrix Chris Haryanto, Paramadina University

He works as  a lecturer of Psychology Study in University of Paramadina. He earned Graduate Program in Psychology from Gadjah Mada University, 2011. He has a publication in Gadjah Mada International Journal of Business, Jurnal Psikologi.

Author's contact detail: Handrix Chris Haryanto complete address; Jl. Mahoni, Blok O1, Cipayung, East Jakarta.

Iyus Wiadi, Paramadina University

He is lecturer in Management study programme, University of Paramadina. He Graduated in Doctorate Program of Marketing Management(S3), Faculty Economics and Business, Padjadjaran University, Bandung.1996., He has a publication in International research journal and Business Study, Prasetya Mulya University,2012,and International Journal of Business and Society, Gadjah Mada International Journal of Business.

Contact Address: Jalan Triplek Blok E1 No.15, Komplek Pondok Jaya Bintaro, Tangerang Selatan

15225

Adrian Azhar Wijanarko, Paramadina University

Wijanarko, Adrian, is Head of Bachelor Management Study in University of Paramadina. He earned his Bachelor 2013 in management from Universitas Paramadina, and his/her Master 2017 in management from PPM Manajemen. Her research interests in Marketing, Human Resources and Partnership He/She has a publication in Jurnal Manajemen & Bisnis Madani &  Journal of Servite

Author's contact detail: Adrian Wijanarko complete address; Vila Ratu Endah Blok B20C Sindang Barang Bogor

Willy Abdillah, University of Bengkulu

Abdillah, Willy is an Associate Professor of Faculty of Economics Universitas Bengkulu.

He earnt his Doctor in Management from Universitas Gadjah Mada. His research interests are management information system and strategic management. He has publication in DLSU Business and Economic Review and International Journal of Management in Education.

Author's contact detail: Faculty of Economics and Business, Universitas Bengkulu, Jl. WR. Supratman No. 1, Kota Bengkulu.

References

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Published
2022-01-12
How to Cite
Mayasari, I., Haryanto, H. C., Wiadi, I., Wijanarko, A. A., & Abdillah, W. (2022). Counterfeit Purchase Intention of Fashion Brands: The Personal Values and Social Aspect of Consumers as Determinants. Gadjah Mada International Journal of Business, 24(1), 1-24. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/15779