Sensitivitas Harga Terkait Produk Bajakan
Keywords:
Harga; Daya Beli; Produk Bajakan, Niat BeliAbstract
Riset niat beli produk bajakan menarik dilakukan karena temuan sejumlah penelitian menunjukan hasil yang beragam dan kasus konsumsi produk bajakan cenderung terus berkembang, tidak hanya di negara industri – maju tapi juga di negara miskin – berkembang. Tujuan riset ini untuk mengetahui sensitivitas harga terhadap niat beli produk bajakan dengan setting amatan kasus di Solo. Analisis regresi digunakan untuk menjawab tujuan riset dengan sampel 100 mahasiswa yang mewakili karakteristik generasi milenial. Temuan riset ini memberikan gambaran tentang sensitivitas harga, meski juga dipengaruhi oleh faktor lain terkait niat beli produk bajakan. Keterbatasan dan saran disampaikan untuk menjadi pertimbangan dalam riset mendatang.
References
Consumer Psychology. 2018; 28(2):329-43.
Baghi I, Gabrielli V. Brand prominence in cause-related marketing: luxury versus non-luxury. Journal of Product & Brand Management. 2018; 27(6):716-31.
Chen J, Teng L, Liao Y. (2018). Counterfeit luxuries: Does moral reasoning strategy influence consumers’ pursuit of counterfeits? Journal of Business Ethics. 2018; 151(1):249-64.
Durante KM, Griskevicius V. Evolution and consumer psychology. Consumer Psychology Review. 2018; 1(1):4-21.
Eisend M, Tarrahi F. Does Counterfeiting Benefit or Harm Original Products? A Meta-analytic Investigation. Journal of Marketing Behavior. 2019; 3(4):293-333.
Ertekin L, Sorescu A, Houston MB. Hands off my brand! The financial consequences of protecting brands through trademark infringement lawsuits. Journal of Marketing. 2018; 82(5):45-65.
Fastoso F, Bartikowski B, Wang S. The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits. Psychology & Marketing. 2018; 35(7):522-32.
Jung K, Lee SH, Workman J. Purchasing Counterfeits and Citizenship: Public Service Motivation Matters. Sustainability. 2019; 11(103):1-5
Khandeparkar K, Motiani M. Fake-love: brand love for counterfeits. Marketing Intelligence & Planning. 2018; 36(6):661-77.
Latif ÖB, Yi?it MK, Kirezli Ö. A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions. The Journal of World Intellectual Property. 2018; 21(5-6):458-80.
Li EPH, Lam M, Liu WS. Consuming counterfeit: A study of consumer moralism in China. International Journal of Consumer Studies. 2018; 42(3):367-77.
Meraviglia L. Technology and counterfeiting in the fashion industry: Friends or foes?. Business Horizons. 2018; 61(3):467-75.
Morra MC, Gelosa V, Ceruti F, Mazzucchelli A. Original or counterfeit luxury fashion brands? The effect of social media on purchase intention. Journal of Global Fashion Marketing. 2018; 9(1):24-39.
Nguyen H, Gunasti K. Original brands in competition against high quality copycats. European Journal of Marketing. 2018; 52(7/8):1574-97.
Orth UR, Hoffmann S, Nickel K. Moral decoupling feels good and makes buying counterfeits easy. Journal of Business Research. 2019; 98:117-25.
Park-Poaps H, dan Kang J. An experiment on non-luxury fashion counterfeit purchase: the effects of brand reputation, fashion attributes, and attitudes toward counterfeiting. Journal of Brand Management. 2018; 25(2):185-96.
Xiao K, Li C, Peng L. Cross-cultural effects of self-discrepancy on the consumption of counterfeit branded luxuries. Asia Pacific Journal of Marketing and Logistics. 2018; 30(4):972-87.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Edy Purwo Saputro, Dewi Probowati Setyaningrum
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
