JEFMS Journal

ABSTRACT:

The luxury fashion products industry is a highly profitable business that has experienced phenomenal growth over the last few decades. However, concurrently, consumers have shifted their preference towards counterfeit luxury brand fashion products (hereafter referred to as counterfeit fashion products). The shift in consumer preferences towards counterfeit fashion products may be attributed to the high prices of authentic luxury brand fashion products. Consumers are drawn to counterfeit fashion products because they believe that wearing such products can enhance their social status and boost self-confidence. Up to 40% of imported products entering Indonesia are counterfeit and of substandard quality The primary factor driving the high demand for counterfeit fashion products is the consumer's attitude, which encompasses factors such as value consciousness, brand consciousness, perceived risk, materialism, and social influences, with personal income included as a moderating variable. The research utilized a sample of 270 data points selected through purposive sampling. The data collected were analyzed using Structural Equation Model (SEM) analysis with the assistance of the AMOS 24 software application. The results indicated that value consciousness and social influences had an insignificant impact. Conversely, brand consciousness, perceived risk, and materialism significantly influenced attitudes. Personal income has been demonstrated to moderate individuals' attitudes towards purchasing counterfeit fashion products.

KEYWORDS:

counterfeits fashion products, value consciousness, brand consciousness, perceived risk, materialism, social influences, personal income, purchase decisions

REFERENCES:

1) Ang, S.H., Cheng, P.S., Lim, E.A.C. and Tambyah, S.K. (2001), “Spot the difference: consumer responses towards counterfeits”, Journal of Consumer Marketing, Vol. 18 No. 3, pp. 219-235

2) Bhatia, Vinita. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion products. Journal of Indian Business Research.

3) Bian, Xuemei., Moutinho, Luiz. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfits. European Journal of Marketing.

4) Bloch, P.H., R.F. Bush and L. Campbell. 1993. Consumer accomplices in product counterfeiting: A demand- side investigation Vol.10, No. 4

5) Banindro, Baskoro. 2021. “Fake Brands” Studi Kasus Peniruan Identitas Visual Pada Consumer Products Industry. Andharupa.

6) Bao, Y., Carter, Mandrik. (2004). Discerning Store Brand Users from Value Consciousness Consumers: The Role of Prestige Sensitivity and Need for Cognition. ACR North American Advances

7) Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1989), “Measurement of consumer susceptibility to interpersonal influence”, Journal of Consumer Research, Vol. 15 No. 4,

8) Chaudhuri, H.R. and Majumdar, S. (2006), “Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective”, Academy of Marketing Science Review, Vol. 11 Nos 2/3

9) Ciangga, Valensia. 2013. Hubungan dan Pengaruh Price-Quality Inference, Social Effect, Brand Loyalty, dan Ethical Issues Terhadap Niat Beli Konsumen Pada Produk Tiruan Merek Mewah. Universitas Atma Jaya Yogyakarta.

10) Cuno, A. 2008. College students ethical perceptions on buying counterfeit products. Columbia: University of Missouri.

11) Davidson, A., Nepomuceno, M.V. and Laroche, M. (2019), “Shame on you: when materialism leads to purchase intentions toward counterfeit products”, Journal of Business Ethics.

12) DeMatos, Celso Augusto., Ituasssu, Cristiana Trindade., Rossi, Carlos Alberto Vargas. (2007). Consumer Attitudes Toward Counterfeits: A Review And Extension. Journal of Consumer Marketing

13) Dunn, M.G., Murphy, P.E. & Skelly, G.U. (1986). Research note: the influence of perceived risk on brand preference of supermarket products. Journal of Retailing.

14) Durianto, Darmadi, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ejuitas dan Perilaku Merek. Jakarta: PT.Gramedia Pustaka Utama.

15) Fandy, Tjiptono. 2016. Service, Quality & satisfaction. Yogyakarta. Andi.

16) Fernandes, Cedwyn. (2013). Analysis of Counterfeit Fashion Purchase behavior in UAE. Journal of Fashion Marketing and Management.

17) Furnham, A. and Valgeirsson, H. (2007), “The effect of life values and materialism on buying counterfeit products”, The Journal of Socio-Economics, Vol. 36 No. 5

18) Gentry, J. W., Putrevu, S., Shultz II, C. J., 2006. The effects of counterfeiting on consumer search. Journal of Consumer Behaviour. Vol. 5, No. 3.

19) Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis.

20) Hanzaee, Kambiz Heidarzadeh dan Taghipourian, Mohammad Javad. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied Scientific Research.

21) Haryono, S., & Brahmana, R. K. M. R. (2015). Pengaruh Shopping Orientation , Social Influence , Dan System Terhadap Costumer Attitude Melalui Perceived Ease Of Use ( Studi pada Apple Store ). Manajemen pemasaran petra.

22) Hasanah, Sovia. 2019. Penegakan Hukum Perdagangan Barang-barang 'KW'.

23) Jiang, Yushi., Miao, Miao., Jalees, Tariq., Zaman, Syed Imran. 2018. Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China. Asia Pacific Journal of Marketing and Logistics.

24) Kassim, Norizan M., Zain, Mohamed., Bogari, Naima., Sharif, Khurram. (2020). Why do consumers buy counterfeit luxury products? A Tale of two major cities in two different countries. Asia Pasific Journal of Marketing and Logistics

25) Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decisionmaking model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems.

26) Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal.

27) Koay, Kian-Yeik. (2018). Understanding Consumers’ Purchase Intention Towards Counterfeit Luxury Goods: An Integrated Model Of Neutralisation Techniques And Perceived Risk Theory. Asia Pacific Journal of Marketing and Logistics

28) Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.

29) Kusumah, Justisiari Perdana. 2021. Kerugian Ekonomi Indonesia Karena Produk Palsu Terus Meningkat. Bimataid. Jakarta

30) Lachance, M.J., Beauoin, P., and Robitaille, J. (2003). Adolescents’ Brand Sensitivity in Apparel: Influence of Three Socialization Agents. International Journal of Consumer Studies

31) Mason, R.S. (2001), “Conspicuous consumption: a literature review”, European Journal of Marketing, Vol. 18 No. 3, pp. 26-39.

32) Matos, C.A., Cristiana, T.I. and Carlos, A.R. (2007), “Consumer attitudes toward counterfeits: a review and extension”, Journal of Consumer Marketing, Vol. 24 No. 1, pp. 36-47.

33) Mellott, D.W. (1983), Fundamentals of Consumer Behaviour, Penn Well Publishing Company, Tulsa, Oklahoma.

34) Malhotra, N. K. (2010). Marketing Research An Applied Orientation (Sixth Edit). Pearson Education, Inc.

35) Nurdin, Putri N. 2010. Analisis perilaku masa lalu, sikap terhadap pembelian produk tiruan, serta karakteristik individu terhadap intensi pembelian produk luxury handbag original dan tiruan: studi pada konsumen muda. Universitas Indonesia.

36) Phau, I. and Teah, M. (2009), “Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands”, Journal of Consumer Marketing, Vol. 26 No. 1, pp. 15-27.

37) Prakash, G. and Pathak, P. (2017), “Determinants of counterfeit purchase: a study on young consumers of India”, Journal of Scientific and Industrial Research, Vol. 76 No. 4.

38) Singh, Devinder Pal., et al. (2020) Non-deceptive counterfeit purchase behavior of luxury fashion products. Wiley Online Library.

39) Stephen, G., Stephen, M., John, N.K. and Mary, M.N. (2014), “An analysis on dynamics that lead to counterfeit purchasing behavior of ICT products among youths”, Journal of Business and Management, Vol. 16 No. 8.

40) Sojka, Jane. Z. dan Deeter-Schmelz, Dawn. R. (2002). American Journal of Business. Enhancing The Emotional of Salespeople.

41) Stravinskiene, Jurgita., Dovaliene, Aiste., Ambrazeviciute, Ruta. (2013). Factors Influencing Intent to Buy Counterfeits of Luxury Goods. Kaunas University of Technology, Lithuania.

42) Wang, F., Zhang, H., Zang, H. and Ouyang, M. (2005). Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing, Vol. 22 No. 6

43) Wang, Edward Shih-Tse dan Chou, Nicole Pei-Yu. (2014). Consumer Characteristics, Social Influence, and System Factors on Online Group Buying Repurchasing Intention. Journal of Electronic Commerce Research.

44) Wilcox, K., Kim, H. and Sen, S. 2009. Why do consumers buy counterfeit luxury brands? Journal of Marketing Research.