Faktor-Faktor yang Dapat Mempengaruhi Online Purchase Intention pada Pembelian Sepatu Replika oleh Generasi Z di Kota Batam

Desmond, Desmond (2020) Faktor-Faktor yang Dapat Mempengaruhi Online Purchase Intention pada Pembelian Sepatu Replika oleh Generasi Z di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penelitian ini berguna untuk memahami sikap perilaku konsumen terhadap produk replika dalam membeli melewati online terhadap generasi Z di Kota Batam. Penelitian menganalisis pengaruh variabel Value Consciousness, Brand Consciousness, Perceived Risk, Materialism dan Social Influence sebagai variabel independen, Attitude Toward Counterfeit sebgai variabel mediasi serta Purchase Intention sebagais variabel dependen. Sampel dalam penelitian ini berjumlah 303 responden yang merupakan masyarakat kota Batam yang tergolong generasi Z dan pernah membeli produk sepatu replika. Teknik pengambilan sampel dengan metode purposive sampling serta data diolah dengan menggunakan program aplikasi Partial Least Square (PLS). Hasil akhir penelitian menyatakan bahwa niat beli online yang dipengaruhi oleh produk sepatu replika, variabel independen Value Consciousness dan Social Influence berpengaruh signifikan positif terhadap Attitude Toward Counterfeit, Variable Brand Consciousness dan Materialism tidak signifikan terhadap Attitude Toward Counterfeit, Variable Perceived Risk berpengaruh signifikan negative terhadap Attitude Toward Counterfeit, dan variable mediating Attitude Toward Counterfeit berpengaruh signifikan positif terhadap dependen Purchase Intention.-----------------------------------------------------The purpose of the present study is to understand the attitudes of consumer behavior of Z generation towards counterfeit products of online purchasing in Batam City. The study analyzed the effect of Value Consciousness, Brand Consciousness, Perceived Risk, Materialism and Social Influence, as independent variables, toward mediating Attitude Toward Counterfeit, as variable and Purchase Intention, as dependent variable. The respondents of the study are 303 Batam’s residents who are categorized as generation Z. The respondents also had ever experienced purchasing counterfeit shoes product. Purposive sampling method was used for sampling technique and the data were processed using the Partial Least Square (PLS) application program. The results of the study showed that the value Consciousness and Social Influence significantly positive effected to the Attitude toward Counterfeit while the Variables Brand Consciousness and Materialism did not affect Attitude Toward Counterfeit. Then, Perceived Risk significantly negative effected the Attitude Toward Counterfeit and Attitude Toward Counterfeit significantly positive effected the Purchase Intention.

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