PENGARUH FAKTOR SOSIAL DAN FAKTOR PERSONAL TERHADAP SIKAP KONSUMEN DAN MINAT BELI BARANG FASHION PALSU DI KOTA SURABAYA, SIDOARJO, MOJOKERTO ( Penelitian Hibah Dosen Pemula tahun 2014 – Dikti )
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Abstract
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Asumsi dalam penelitian ini adalah Faktor Sosial dan Faktor Personal berpengaruh terhadap sikap dan minat beli konsumen pada barang fashion bermerek yang palsu di Kota Surabaya, Sidoarjo dan Mojokerto.Ada empat variabel laten (konstruk) yaitu social factor (X1), personal factor (X2), sikap terhadap pemalsuan barang (Y1) dan minat beli (Y2). Penelitian ini menganalisis bagaimana social factor (dengan 4 indikator, yaitu 1 indikator information susceptibility, 1 indikator normative susceptibility, dan 2 indikator collectivism), dan personal factor (dengan 5 indikator yaitu value consciousness, integrity, personal grativication, novelty seeking, dan status consumption), yang mempengaruhi sikap konsumen terhadap pemalsuan barang (yang memiliki 3 indikator yaitu sikap terhadap niat pembelian barang palsu, sikap terhadap barang palsu, dan sikap terhadap konsekuensi sosial dan hukum), serta bagaimana sikap konsumen tersebut mempengaruhi niat beli. Dari rancangan penelitian tersebut, dapat dijelaskan pula social factor (X1) terhadap minat beli (Y2), serta pengaruh personal factor (X2) terhadap minat beli (Y2). Dari analisa data, diperoleh hasil bahwa Faktor Sosial berpengaruh positif dan signifikan terhadap Sikap Konsumen pada barang fashion palsu; faktor Sosial berpengaruh positif dan signifikan terhadap Minat Beli Konsumen pada barang fashion palsu; Faktor Personal berpengaruh positif dan signifikan terhadap Sikap Konsumen pada barang fashion palsu; Faktor Personal berpengaruh positif dan signifikan terhadap Minat Beli Konsumen pada barang fashion palsu;Â Sikap Konsumen berpengaruh positif dan signifikan terhadap Minat Beli Konsumen pada barang fashion palsu.
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