TERHADAP PEMBELIAN PRODUK IMPLIKASINYA TERHADAP …

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDE

TERHADAP PEMBELIAN PRODUK FASHION PALSU DAN

IMPLIKASINYA TERHADAP REPURCHASE INTENTION

(TELAAH PADA COUNTERFEIT LUXURY FASHION

BRANDS)

Skripsi

Diajukan sebagai salah satu syarat untuk memperoleh gelar

Sarjana Ekonomi (S.E)

Winda Trisna Ryadi

09130110034

Program Studi Manajemen Fakultas Ekonomi

Universitas Multimedia Nusantara

Tangerang

2014

Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014

i

PENGESAHAN LAPORAN SKRIPSI

Nama penyusun : Winda Trisna Ryadi

NIM : 09130110034

Fakultas / Program Studi : Ekonomi / Manajemen

Judul skripsi : FAKTOR – FAKTOR YANG

MEMPENGARUHI ATTITUDE TERHADAP

PEMBELIAN PRODUK FASHION PALSU dan

IMPLIKASINYA TERHADAP REPURCHASE

INTENTION : TELAAH PADA COUNTERFEIT

LUXURY FASHION BRANDS

Tangerang, 6 Mei 2014

Ketua Sidang

Ir. Y. Budi Susanto, M.M

Pembimbing

Anna Riana Putriya, S.E., M.Si.

Penguji

Putu Yani Pratiwi, S.T., M.M

Ketua Program Studi

Anna Riana Putriya, S.E., M.Si


ii

PERNYATAAN ORISINALITAS SKRIPSI

Yang bertanda tangan di bawah ini saya, Winda Trisna Ryadi menyatakan

bahwa skripsi dengan judul:

FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDE TERHADAP

PEMBELIAN PRODUK FASHION PALSU DAN IMPLIKASINYA

TERHADAP REPURCHASE INTENTION (TELAAH PADA LUXURY

FASHION BRANDS)

adalah hasil tulisan saya sendiri. Dengan ini saya menyatakan dengan sebenar-

benarnya bahwa dalam skripsi ini tidak ada keseluruhan ataupun sebagian tulisan

orang lain yang saya ambil dengan cara menyalin atau meniru dalam segala

bentuk kalimat ataupun simbol yang menunjukan pendapat ataupun pemikiran

dari penulis lain, yang saya akui seolah-olah sebagai tulisan saya sendiri tanpa

memberikan pengakuan penulis atau peneliti aslinya..

Apabila saya melakukan tindakan yang bertentangan dengan hal tersebut di atas,

baik sengaja maupun tidak, dengan ini saya menyatakan menarik skripsi yang

saya ajukan sebagai hasil tulisan saya sendiri ini. Apabila kemudian terbukti

bahwa saya melakukan tindakan menyalin atau meniru tulisan orang lain

seolah-olah hasil pemikiran saya sendiri, berarti gelar dan ijazah yang telah

diberikan oleh universitas batal saya terima.

Tangerang, 30 Maret 2014

Yang membuat pernyataan,

Winda Trisna Ryadi

NIM : 09130110034


iii

ABSTRAK

Penelitian ini dilakukan untuk mencari pengaruh subective norms, informative

susceptibility, value consciousness, dan price-quality inference terhadap attitudes

toward purchasing counterfeit, dan kemudian pengaruh attitudes toward

purchasing counterfeit terhadap repurchase intention. Peneliti menggunakan

penelitian kuantitatif dengan menyebarkan kuesioner secara langsung/offline

kepada konsumen yang sudah memiliki pengalaman membeli produk fashion

palsu bermerek mewah.

Penelitian ini menemukan attitudes toward purchasing counterfeit dipengaruhi

secara positif oleh subjective norms dan value consciousness, dan repurchase

intention secara positif dipengaruhi attitudes toward purchasing counterfeit.

Informative susceptibility dan price-quality inference tidak mempengaruhi

attitudes toward purchasing counterfeit secara negatif.

Perusahaan pemegang merek, organisasi masyarakat anti pemalsuan dan

pemerintah sebagai pengambil kebijakan diharapkan dapat mempengaruhi sikap

konsumen Indonesia terhadap pembelian produk palsu agar mengurangi niat beli

konsumen terhadap produk fashion palsu.

Penelitian mengenai faktor subjective norms, informative susceptibility, value

consciousness, price-quality inference, attitudes toward purchasing counterfeit,

dan repurchase intention diharapkan dapat menjadi masukan bagi industri fashion

secara umum dan luxury fashion brands secara khusus, serta dapat menjadi contoh

untuk penelitian selanjutnya dalam meneliti variabel yang sama dalam industri

lainnya.

Kata kunci: subjective norms, informative susceptibility, value consciousness,

price-quality inference, attitudes toward purchasing counterfeit,

repurchase intention, luxury, counterfeit luxury brands


iv

ABSTRACT

This research was conducted to determine influence of subective norms,

informative susceptibility, value consciousness, and price-quality inference on the

attitudes toward purchasing counterfeit and its implication on repurchase

intention. This is a quantitative research which questionnaires was distributed

directly (offline) to respondents who had buying experience of counterfeit luxury

fashion brands.

This research found attitudes toward purchasing counterfeit positively affected by

subjective norms and value consciousness positively affect attitudes toward

purchasing counterfeit; and repurchase intention was found positively affected by

attitudes toward purchasing counterfeit. Informative susceptibility and

price-quality inference was not found negatively affect attitudes toward

purchasing counterfeit.

Trademark holder of luxury fashion brands, anti-counterfeiting organizations and

government as policy makers are expected to affect Indonesian consumer’s

attitudes toward purchasing counterfeit products in order to reduce consumers'

purchasing intentions toward counterfeit fashion products.

Research on factors subjective norms, informative susceptibility, value

consciousness, price-quality inference, attitudes toward purchasing counterfeit,

and the repurchase intention is expected to become inputs for the fashion industry

in general and luxury fashion brands in particular, and can be an example for

further research in researching same variable in other industries.

Keywords: subjective norms, informative susceptibility, value consciousness,

price-quality inference, attitudes toward purchasing counterfeit,

repurchase intention, luxury, counterfeit luxury brands


v

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yesus Kristus karena atas rahmat dan

kasih-Nya penulis dapat menyelesaikan skripsi ini dengan baik. Tujuan dari

penulisan skripsi ini adalah sebagai salah satu syarat untuk menyelesaikan

pendidikan Strata I Jurusan Manajemen di Universitas Multimedia Nusantara.

Terselesaikannya skripsi ini tidak terlepas dari bantuan beberapa pihak, maka dari

itu dalam kesempatan ini penulis ingin mengucapkan terima kasih kepada:

1. Kedua orang tua penulis serta adik yang selama ini yang tanpa hentinya

mencurahkan kasih sayang, perhatian dan memotivasi penulis dalam

proses pengerjaan skripsi.

2. Ibu Anna Riana Putriya, S.E., M.Si. selaku dosen pembimbing skripsi

yang selama ini memberikan banyak waktu dan tenaga, ilmu dan

pengetahuan, serta saran dan masukan yang positif bagi penulis sehingga

skripsi ini dapat selesai sebagai mana mestinya.

3. Ibu Putu Yani Pratiwi, S.T., M.M dan Bapak Ir. Y. Budi Susanto, M.M.

selaku dewan penguji atas saran dan masukan perbaikan untuk menjadikan

skripsi ini lebih baik lagi.

4. Bapak M. Riyadh Rizky Adam, S.T., M.S.M., Ibu Purnamaningsih, S.E.,

M.S.M., dan Bapak Ir. Y. Budi Susanto, M.M., Ibu Ika Yanuarti, S.E.,

MSFIN, Ibu Dewi Wahyu Handayani, S.E., M.M. selaku dosen program

studi Manajemen atas masukan dan saran yang sangat membantu penulis.

5. Secara khusus penulis mengucapkan terima kasih kepada Bapak Dr. Edi

Purwanto, M.M., M.Th. atas saran dan pengetahuan yang sangat berguna


vi

yang dibagikan kepada penulis dan segenap keluarga jemaat Philadelphia

Independent Baptis Church di Tangerang yang telah mendoakan dan

memberikan semangat serta motivasi untuk dapat menyelesaikan skripsi

ini.

6. Teman – teman program studi Manajemen 2009 Universitas Multimedia

Nusantara, khususnya Sylvia Mulyadi dan Melisa Tjhang.

7. Para responden yang telah meluangkan waktunya untuk mengisi

kuesioner.

8. Teman-teman lainnya yang tidak bisa disebutkan satu per satu yang telah

membantu peneliti untuk menyebarkan kuesioner kepada para responden.

Akhir kata penulis penulis mohon maaf jika ada kata-kata yang salah dalam

skripsi ini. Oleh karena itu, penulis terbuka atas kritik dan saran yang membangun

bagi penulisan skripsi ini.

Tangerang, 30 Maret 2014

Penulis

Winda Trisna Ryadi


vii

DAFTAR ISI

Pengesahan Laporan Skripsi .................................................................................... i

Pernyataan Orisinalitas Skripsi ............................................................................... ii

Abstrak ................................................................................................................... iii

Abstract .................................................................................................................. iv

Kata Pengantar ........................................................................................................ v

Daftar Isi................................................................................................................ vii

Daftar Tabel ........................................................................................................... xv

Daftar Gambar ..................................................................................................... xvii

BAB I PENDAHULUAN ........................................................................................ 1

1.1 Latar Belakang .............................................................................................. 1

1.2 Rumusan Masalah dan Pertanyaan Penelitian ............................................... 8

1.3 Tujuan Penelitian ......................................................................................... 13

1.4 Manfaat Penelitian ....................................................................................... 13

1.5 Batasan Penelitian ....................................................................................... 14

1.6 Sistematika Penulisan .................................................................................. 16

BAB II LANDASAN TEORI ................................................................................ 18

2.1 Pemasaran .................................................................................................... 18

2.2 Perilaku Konsumen (Consumer Behavior) .................................................. 23

2.3 Brand ........................................................................................................... 28


viii

2.4 Luxury Brands ............................................................................................. 30

2.4.1 Produk dan Merek Mewah (Luxury Products and Brands)................. 32

2.4.2 Categorization of Luxury Industries .................................................... 34

2.4.3 Tipe-Tipe Merek Mewah (Types of Luxury Brands) ........................... 34

2.4.3.1 Berdasarkan Luxury Level ........................................................... 34

2.4.3.2 Berdasarkan Awareness ............................................................... 36

2.4.3.3 Berdasarkan Business Volume ..................................................... 38

2.4.4 Perbedaan Luxury Brands dari Konsep-konsep yang mirip ................ 39

2.4.4.1 Perbedaan Luxury dengan Prestige Products/Brands .................. 39

2.4.4.2 Perbedaan Luxury dengan Masstige Brands ................................ 40

2.4.4.3 Perbedaan Luxury dengan Prestige Products/Brands .................. 42

2.5 Hak Kekayaan Intelektual (HKI) ................................................................ 43

2.5.1 Definisi ................................................................................................ 43

2.5.2 Bidang HKI .......................................................................................... 41

2.5.2.1 Hak Cipta (Copyright) ................................................................. 41

2.5.2.2 Hak Kekayaan Industri (Industrial Property Rights)................... 44

2.5.2.2.1 Paten (Patent) ......................................................................... 44

2.5.2.2.2 Desain Industri (Industrial Design) ........................................ 45

2.5.2.2.3 Merek Dagang (Trademark) ................................................... 45

2.5.2.2.4 Layout Design of Integrated Circuit (Desain Tata Letak

Sirkuit Terpadu/DTLST) ......................................................... 48

2.5.2.2.5 Rahasia Dagang (Trade Secrets) ............................................ 49


ix

2.5.2.2.6 Perlindungan Vairetas Tanaman (PVT) ................................. 49

2.6 Theory of reasoned Action (TRA) ............................................................... 50

2.7 Counterfeit Purchase/Repurchase Intention ............................................... 52

2.8 Attitudes Towards Purchasing Counterfeit ................................................. 54

2.9 Faktor Sosial yang Mempengaruhi Attitudes Towards Purchasing

Counterfeit .................................................................................................... 56

2.9.1 Subjective Norms ................................................................................. 59

2.9.2 Informative Susceptibility .................................................................... 61

2.10 Faktor Personal yang Mempengaruhi Attitudes Towards Purchasing

Counterfeit .................................................................................................. 62

2.10.1 Value Consciousness ......................................................................... 63

2.10.2 Price-quality Inference ...................................................................... 64

2.11 Pengembangan Hipotesis .......................................................................... 66

2.11.1 Hubungan Subjective Norms terhadap Attitudes Towards Purchasing

Counterfeit ........................................................................................ 66

2.11.2 Hubungan Informative Susceptibility terhadap Attitudes Towards

Purchasing Counterfeit ..................................................................... 67

2.11.3 Hubungan Value Consciousness terhadap Attitudes Towards


2.11.4 Hubungan Price-quality Inference terhadap Attitudes Towards


2.11.5 Hubungan Attitudes Towards Purchasing Counterfeit terhadap

Repurchase Intention ........................................................................ 70

2.12 Penelitian Sebelumnya .............................................................................. 72


x

2.13 Model Penelitian ........................................................................................ 76

BAB III METODOLOGI PENELITIAN............................................................... 77

3.1 Gambaran umum Objek Penelitian ............................................................. 77

3.1.1 Konsep yang mendasari Hak Kekayaan Intelektual atau Intelectual

Property Rights (IPR).......................................................................... 77

3.1.2 Sejarah Pemalsuan dan Pelanggaran HKI ........................................... 80

3.1.3 Perlindungan Merek secara Internasional ............................................ 82

3.1.4 Hak Kekayaan Intelektual di Indonesia ............................................... 83

3.1.4.1 Definisi ...................................................................................... 83

3.1.4.2 Konsep Hak atas Merek sebagai HKI ....................................... 83

3.1.4.3 Kaitan antara Pelanggaran Trademark dan

Persaingan Tidak Jujur .............................................................. 84

3.1.4.4 Sejarah Pengaturan Merek di Indonesia .................................... 86

3.1.4.5 Produk Palsu di Indonesia ......................................................... 87

3.2 Desain Penelitian ......................................................................................... 89

3.3 Ruang Lingkup Penelitian ........................................................................... 91

3.3.1 Target Populasi .................................................................................... 91

3.3.1.1 Sampling Unit dan Element ......................................................... 91

3.3.1.2 Extent dan Time Frame ................................................................ 91

3.3.2 Sampling Frame................................................................................... 92

3.3.3 Teknik Pengambilan Sampel ............................................................... 92

3.3.4 Ukuran Sampel (Sample Size) ............................................................. 93


xi

3.3.5 Sampling Process................................................................................. 94

3.3.5.1 Sumber dan Cara Pengumpulan Data .......................................... 94

3.3.5.2 Prosedur Pengumpulan Data ........................................................ 95

3.4 Identifikasi Variabel Penelitian ................................................................... 97

3.4.1 Lariabel Laten ...................................................................................... 97

3.4.1.1 Variabel Eksogen ......................................................................... 97

3.4.1.2 Variabel Endogen......................................................................... 98

3.4.2 Variabel Teramati (Observed Variable) .............................................. 98

3.5 Definisi Operasional .................................................................................... 99

3.6 Teknik Analisis .......................................................................................... 103

3.6.1 Uji Instrumen Pre-test ....................................................................... 103

3.6.1.1 Uji Validitas ............................................................................... 103

3.6.1.2 uji Reliabilitas ............................................................................ 103

3.7 Structural Equation Modeling (SEM) ....................................................... 104

3.7.1 Enam Tahap dalam SEM ................................................................... 105

3.7.2 Tahap dalam Prosedur SEM .............................................................. 106

3.7.2.1 Spesifikasi Model....................................................................... 106

3.7.2.1.1 Spesifikasi Model Pengukuran ........................................... 106

3.7.2.1.2 Spesifikasi Model Struktural .............................................. 108

3.7.2.1.3 Diagram Jalur (Path Diagram) .......................................... 108

3.7.2.2 Identifikasi ................................................................................. 109

3.7.2.2.1 Under Identified ................................................................. 109


xii

3.7.2.2.2 Just Identified ..................................................................... 110

3.7.2.2.3 Over Identified.................................................................... 110

3.7.2.3 Estimasi ...................................................................................... 110

3.7.2.4 Uji Kecocokan ........................................................................... 111

3.7.2.4.1 Kecocokan Keseluruhan Model ......................................... 111

3.7.2.4.2 Kecocokan Model Pengukuran .......................................... 114

3.7.2.4.3 Kecocokan Model Struktural ............................................. 116

BAB IV ANALISIS DAN PEMBAHASAN ....................................................... 117

4.1 Deskripsi Profil Responden ....................................................................... 117

4.1.1 Profil Responden Berdasarkan Pengalaman Membeli Produk

Luxury Fashion Brand Tiruan/KW ................................................ 117

4.1.2 Profil Responden Berdasarkan Waktu Terarkhir Kali Konsumen

Membeli Produk Fashion KW/tiruan ................................................ 118

4.1.3 Profil Responden Berdasarkan Domisili ........................................... 119

4.1.4 Profil Responden Berdasarkan luxury fashion brand tiruan/KW

yang pernah dibeli ............................................................................. 120

4.1.5 Profil Responden Berdasarkan Jenis Kelamin ................................... 122

4.1.6 Profil Responden Berdasarkan Usia .................................................. 123

4.1.7 Profil Responden Berdasarkan Profesi .............................................. 124

4.1.8 Profil Responden Berdasarkan Kategori Produk luxury fashion

KW/tiruan yang Pernah Dibeli .......................................................... 125

4.1.9 Profil Responden Berdasarkan Kategori Produk luxury fashion

KW/tiruan yang Paling Sering Dibeli ............................................... 126


xiii

4.10 Profil Responden Berdasarkan Rata-rata Pengeluaran Untuk

Membeli Produk Luxury Fashion Brand Tiruan/KW ......................... 127

4.2 Analisis Deskriptif ..................................................................................... 128

4.2.1 Subjective Norms ............................................................................... 129

4.2.2 Informative Susceptibility .................................................................. 130

4.2.3 Value Consciousness ......................................................................... 132

4.2.4 Price-quality Inference ...................................................................... 133

4.2.5 Attitudes Towards Purchasing Counterfeit ....................................... 134

4.2.6 Repurchase Intention ......................................................................... 135

4.3 Hasil Pre-test ............................................................................................. 136

4.3.1 Uji Validitas ....................................................................................... 137

4.3.2 Uji Reliabilitas ................................................................................... 139

4.4 Kecocokan Keseluruhan Model ................................................................ 139

4.4.1 Kecocokan Absolut Fit Measure ....................................................... 140

4.4.2 Kecocokan Incremental Fit Measure ................................................ 142

4.4.3 Kecocokan Parsimonious Fit measure .............................................. 144

4.5 Validitas & Reliabilitas Test ..................................................................... 146

4.5.1 Validitas Test ..................................................................................... 146

4.5.2 Reliabilitas Test ................................................................................. 149

4.6 Estimasi Model Struktural ......................................................................... 152

4.7 Analisis Interpretasi Hipotesis Penelitian .................................................. 155


xiv

4.7.1 Hasil uji pengaruh Subjective Norms terhadap Attitude towards

purchasing counterfeit....................................................................... 155

4.7.2 Hasil uji pengaruh Informative Susceptibility terhadap Attitude

towards purchasing counterfeit ......................................................... 156

4.7.3 Hasil uji pengaruh Value Consciousness terhadap Attitude towards

purchasing counterfeit....................................................................... 157

4.7.4 Hasil uji pengaruh Price-quality Inference terhadap Attitude

towards purchasing counterfeit ......................................................... 158

4.7.5 Hasil uji pengaruh Attitude toward purchasing counterfeit

terhadap Repurchase Intention .......................................................... 159

4.8 Implikasi Manajerial .................................................................................. 160

BAB V KESIMPULAN DAN SARAN ............................................................... 167

5.1 Kesimpulan ................................................................................................ 167

5.2 Limitasi Penelitian ..................................................................................... 169

5.3 Saran .......................................................................................................... 158

5.3.1 Saran bagi perusahaan Pemegang Merek Fashion Mewah

di Indonesia ....................................................................................... 170

5.3.2 Saran bagi Penelitian Selanjutnya ..................................................... 171

Daftar Pustaka ...................................................................................................... 173

Lampiran 1 Kuesioner .......................................................................................... 177

Lampiran 2 Hasil pre-test .................................................................................... 183

Lampiran 3 Hasil GOF dan Hipotesis .................................................................. 191

Lampiran 4 Hasil Running AMOS ...................................................................... 194


xv

DAFTAR TABEL

Tabel 2.1 Four types of utility ................................................................................ 20

Tabel 2.2 Fungsi Brand bagi konsumen ................................................................ 30

Tabel 2.3 Penelitian Sebelumnya ........................................................................... 72

Tabel 3.1 Perbedaan antara Penelitian Exploratory dan Penelitian Conclusive .... 89

Tabel 3.2 Penetapan kuota untuk masing-masing kota .......................................... 94

Tabel 3.3 Variabel Operasional............................................................................ 100

Tabel 3.4 Ukuran Kecocokan Absolut ................................................................. 112

Tabel 3.5 Ukuran Kecocokan Incremental........................................................... 113

Tabel 3.6 Ukuran kecocokan parsimoni............................................................... 114

Tabel 4.1 Kategori Mean dari Skor Interval ........................................................ 128

Tabel 4.2 Penilaian responden terhadap variabel subjective norms ..................... 129

Tabel 4.3 Penilaian responden terhadap variabel Informative Susceptibility ...... 130

Tabel 4.4 Penilaian responden terhadap variabel value consciousness ............... 132

Tabel 4.5 Penilaian responden terhadap variabel price-quality inference ........... 133

Tabel 4.6 Penilaian responden terhadap variabel attitude towards repurchasing

counterfeit ............................................................................................ 134

Tabel 4.7 Penilaian responden terhadap variabel repurchase intention .............. 135

Tabel 4.8 Kesimpulan Hasil Uji Validitas pre-test .............................................. 137

Tabel 4.9 Kesimpulan Hasil Uji Reliabilitas Pre-test .......................................... 139

Tabel 4.10 Hasil Ukuran Kecocokan Absolut Fit Measure ................................. 140

Tabel 4.11 Hasil Ukuran Kecocokan Incremental Fit Measure .......................... 142

Tabel 4.12 Hasil Ukuran Kecocokan Parsimonious Fit Measure ....................... 144

Tabel 4.13 Nilai Standardized Regression Weights Subjective Norms ................ 146


xvi

Tabel 4.14 Nilai Standardized Regression Weights Informative Susceptibility ... 147

Tabel 4.15 Nilai Standardized Regression Weights Value Consciousness .......... 147

Tabel 4.16 Nilai Standardized Regression Weights Price-Quality Inference ...... 148

Tabel 4.17 Nilai Standardized Regression Weights Attitudes towards

purchasing counterfeit ......................................................................... 148

Tabel 4.18 Nilai Standardized Regression Weights Repurchase Intention.......... 149

Tabel 4.19 Kesimpulan Hasil Analisis Validitas & Reliabilitas .......................... 151

Tabel 4.20 Regression Weights ............................................................................ 152

Tabel 4.21 Hasil Analisis Model Struktural ......................................................... 152


xvii

DAFTAR GAMBAR

Gambar 1.1 Profil Hak Kekayaan di Indonesia ....................................................... 5

Gambar 1.2 Data statistik Hak Kekayaan Intelektual di Indonesia ......................... 6

Gambar 2.1 Proses Pemasaran ............................................................................... 19

Gambar 2.2 Marketing Mix: 4P ............................................................................. 23

Gambar 2.3 Model of Consumer Decision Making ................................................ 26

Gambar 2.4 Hubungan antara luxury products dan luxury brands ........................ 33

Gambar 2.5 Categorization of Luxury Product Industries .................................... 34

Gambar 2.6 Theory of Reasoned Action ................................................................ 52

Gambar 2.7 Model penelitian ................................................................................. 76

Gambar 3.1 Contoh Praktik Pemalsuan Merek (1) ................................................ 85

Gambar 3.2 Contoh Praktik Pemalsuan Merek (2) ................................................ 86

Gambar 3.3 Sampling Techniques.......................................................................... 92

Gambar 3.4 Simbol Variabel Laten ....................................................................... 97

Gambar 3.5 Variabel eksogen dan variabel endogen ............................................. 98

Gambar 3.6 Simbol Variabel Teramati .................................................................. 99

Gambar 3.7 Tahapan dalam SEM ........................................................................ 105

Gambar 3.8 Measurement Model ......................................................................... 107

Gambar 3.9 Model Struktural .............................................................................. 108

Gambar 3.10 Path diagaram ................................................................................. 109

Gambar 4.1 Pengalaman Membeli produk Luxury Fashion Brand tiruan/KW ... 117

Gambar 4.2 Waktu terakhir kali konsumen membeli produk fashion KW/tiruan118

Gambar 4.3 Domisili Responden ......................................................................... 119

Gambar 4.4 Luxury fashion brand tiruan/KW yang pernah dibeli responden ..... 120


xviii

Gambar 4.5 Jenis Kelamin ................................................................................... 122

Gambar 4.6 Usia Responden ................................................................................ 123

Gambar 4.7 Profesi............................................................................................... 124

Gambar 4.8 Kategori Produk luxury fashion brand KW/tiruan yang pernah

dibeli .................................................................................................. 125

Gambar 4.9 Kategori Produk luxury fashion yang paling sering dibeli ............... 126

Gambar 4.10 Rata-rata Pengeluaran untuk Membeli produk luxury fashion

brand tiruan/KW ............................................................................. 127


TERHADAP PEMBELIAN PRODUK IMPLIKASINYA TERHADAP …

Documents

Transcript of TERHADAP PEMBELIAN PRODUK IMPLIKASINYA TERHADAP …