PENGARUH BELIEFS DAN MATERIALISM TERHADAP KEPUTUSAN PEMBELIAN TAS BAJAKAN DI SURABAYA

Abstract

Counterfeit product business has been the industries rapidly grow even the fastest growth on the world right now (Alcock et. al., 2003). Indonesia is one of country which has large number of counterfeit product from year to year. Counterfeit product which most consumed was from leather and especially is bag. The reason customer still buy counterfeit bag than original bag is the weakness of law which regulate about counterfeit bag and also have good value and customer experience. The quality of counterfeit bag is similar with the original bag and the uniqueness could increase the other’s perception and also the conspicuousness. This study aims to examine and analyze the effect of beliefs and materialism on buying decision counterfeit bag in Surabaya. Samples used in this study were 150 counterfeit bag customers who live in Surabaya and the age is between 17-65 years old. The selection of the samples was using purposive sampling method with multiple regressions from SPSS 16.0 software. The results of this study prove that good value and experience have a significant positive effect on buying decision, whereas law and danger variables have no significant effect on buying decision. Another result is quality and hedonism, extended self, and conspicuousness has a significant positive effect on buying decision, whereas uniqueness variables have no significant effect on buying decision. Based on this study, the conclusion is beliefs which consist of law and danger, good value, and experience have an effect on buying decision, whereas materialism which consist of quality and hedonism, extended self, uniqueness, and conspicuousness have an effect on buying decision. This study is expected to be useful for firm or counterfeit bag merchant to expand the marketing strategy.