PRATAMA, Yosua Gloria (2020) The Influence of Social Factor and Personality Factor on Consumer Purchase Decision toward Counterfeit Sneakers Product. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is performed to analyze the influence of normative susceptibility,collectivism, value consciousness, social status consumption, and materialism,toward purchase decisions of counterfeit sneakers product with attitude towardcounterfeit as mediating variable. The respondents of this study as many 195 peoplein Purwokerto whoever purchase counterfeit sneakers prodcut. Based on the result of this research , it has come to the conclusion: 1) normativesusceptibility has positive influence on attitude toward counterfeit, 2) collectivismhas no influence on attitude toward counterfeit, 3) value consciousness has positiveinfluence on attitude toward counterfeit, 4) social status consumption has negativeinfluence on attitude toward counterfeit, 5) integrity has negaitve influence onattitude toward counterfeit, 6) materialism has no influence on attitude towardcounterfeit, 7) attitude toward counterfeit has positive influence on purchasedecisions. The managerial implication from the conlusionin this research are, 1) companyof original senakers should educated consumer about consuming original productto reinforce and change consumer attitude toward counterfei. 2) The originalsneakers company should use in-group testimonial for consuming original sneakersbecause its more effective. 3) original sneakers company could keep the price stablefor hold the consumer knowledge for one pair original sneakers at its pricing. 4)management of original sneakers should maintain the quality of the productproduced. The limitation of this research are 1) only using sample in Purwokerto area. 2)investigating all generally the international brand not specificly in one brand 3) thisresearch only focus on international brand of sneakers 4) Data sources tested onlyfrom questionnaire, the future research could be able to use in-depth interview

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