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FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDE
TERHADAP PEMBELIAN PRODUK FASHION PALSU DAN
IMPLIKASINYA TERHADAP REPURCHASE INTENTION
(TELAAH PADA COUNTERFEIT LUXURY FASHION
BRANDS)
Skripsi
Diajukan sebagai salah satu syarat untuk memperoleh gelar
Sarjana Ekonomi (S.E)
Winda Trisna Ryadi
09130110034
Program Studi Manajemen Fakultas Ekonomi
Universitas Multimedia Nusantara
Tangerang
2014
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
i
PENGESAHAN LAPORAN SKRIPSI
Nama penyusun : Winda Trisna Ryadi
NIM : 09130110034
Fakultas / Program Studi : Ekonomi / Manajemen
Judul skripsi : FAKTOR – FAKTOR YANG
MEMPENGARUHI ATTITUDE TERHADAP
PEMBELIAN PRODUK FASHION PALSU dan
IMPLIKASINYA TERHADAP REPURCHASE
INTENTION : TELAAH PADA COUNTERFEIT
LUXURY FASHION BRANDS
Tangerang, 6 Mei 2014
Ketua Sidang
Ir. Y. Budi Susanto, M.M
Pembimbing
Anna Riana Putriya, S.E., M.Si.
Penguji
Putu Yani Pratiwi, S.T., M.M
Ketua Program Studi
Anna Riana Putriya, S.E., M.Si
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
ii
PERNYATAAN ORISINALITAS SKRIPSI
Yang bertanda tangan di bawah ini saya, Winda Trisna Ryadi menyatakan
bahwa skripsi dengan judul:
FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDE TERHADAP
PEMBELIAN PRODUK FASHION PALSU DAN IMPLIKASINYA
TERHADAP REPURCHASE INTENTION (TELAAH PADA LUXURY
FASHION BRANDS)
adalah hasil tulisan saya sendiri. Dengan ini saya menyatakan dengan sebenar-
benarnya bahwa dalam skripsi ini tidak ada keseluruhan ataupun sebagian tulisan
orang lain yang saya ambil dengan cara menyalin atau meniru dalam segala
bentuk kalimat ataupun simbol yang menunjukan pendapat ataupun pemikiran
dari penulis lain, yang saya akui seolah-olah sebagai tulisan saya sendiri tanpa
memberikan pengakuan penulis atau peneliti aslinya..
Apabila saya melakukan tindakan yang bertentangan dengan hal tersebut di atas,
baik sengaja maupun tidak, dengan ini saya menyatakan menarik skripsi yang
saya ajukan sebagai hasil tulisan saya sendiri ini. Apabila kemudian terbukti
bahwa saya melakukan tindakan menyalin atau meniru tulisan orang lain
seolah-olah hasil pemikiran saya sendiri, berarti gelar dan ijazah yang telah
diberikan oleh universitas batal saya terima.
Tangerang, 30 Maret 2014
Yang membuat pernyataan,
Winda Trisna Ryadi
NIM : 09130110034
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
iii
ABSTRAK
Penelitian ini dilakukan untuk mencari pengaruh subective norms, informative
susceptibility, value consciousness, dan price-quality inference terhadap attitudes
toward purchasing counterfeit, dan kemudian pengaruh attitudes toward
purchasing counterfeit terhadap repurchase intention. Peneliti menggunakan
penelitian kuantitatif dengan menyebarkan kuesioner secara langsung/offline
kepada konsumen yang sudah memiliki pengalaman membeli produk fashion
palsu bermerek mewah.
Penelitian ini menemukan attitudes toward purchasing counterfeit dipengaruhi
secara positif oleh subjective norms dan value consciousness, dan repurchase
intention secara positif dipengaruhi attitudes toward purchasing counterfeit.
Informative susceptibility dan price-quality inference tidak mempengaruhi
attitudes toward purchasing counterfeit secara negatif.
Perusahaan pemegang merek, organisasi masyarakat anti pemalsuan dan
pemerintah sebagai pengambil kebijakan diharapkan dapat mempengaruhi sikap
konsumen Indonesia terhadap pembelian produk palsu agar mengurangi niat beli
konsumen terhadap produk fashion palsu.
Penelitian mengenai faktor subjective norms, informative susceptibility, value
consciousness, price-quality inference, attitudes toward purchasing counterfeit,
dan repurchase intention diharapkan dapat menjadi masukan bagi industri fashion
secara umum dan luxury fashion brands secara khusus, serta dapat menjadi contoh
untuk penelitian selanjutnya dalam meneliti variabel yang sama dalam industri
lainnya.
Kata kunci: subjective norms, informative susceptibility, value consciousness,
price-quality inference, attitudes toward purchasing counterfeit,
repurchase intention, luxury, counterfeit luxury brands
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
iv
ABSTRACT
This research was conducted to determine influence of subective norms,
informative susceptibility, value consciousness, and price-quality inference on the
attitudes toward purchasing counterfeit and its implication on repurchase
intention. This is a quantitative research which questionnaires was distributed
directly (offline) to respondents who had buying experience of counterfeit luxury
fashion brands.
This research found attitudes toward purchasing counterfeit positively affected by
subjective norms and value consciousness positively affect attitudes toward
purchasing counterfeit; and repurchase intention was found positively affected by
attitudes toward purchasing counterfeit. Informative susceptibility and
price-quality inference was not found negatively affect attitudes toward
purchasing counterfeit.
Trademark holder of luxury fashion brands, anti-counterfeiting organizations and
government as policy makers are expected to affect Indonesian consumer’s
attitudes toward purchasing counterfeit products in order to reduce consumers'
purchasing intentions toward counterfeit fashion products.
Research on factors subjective norms, informative susceptibility, value
consciousness, price-quality inference, attitudes toward purchasing counterfeit,
and the repurchase intention is expected to become inputs for the fashion industry
in general and luxury fashion brands in particular, and can be an example for
further research in researching same variable in other industries.
Keywords: subjective norms, informative susceptibility, value consciousness,
price-quality inference, attitudes toward purchasing counterfeit,
repurchase intention, luxury, counterfeit luxury brands
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
v
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Tuhan Yesus Kristus karena atas rahmat dan
kasih-Nya penulis dapat menyelesaikan skripsi ini dengan baik. Tujuan dari
penulisan skripsi ini adalah sebagai salah satu syarat untuk menyelesaikan
pendidikan Strata I Jurusan Manajemen di Universitas Multimedia Nusantara.
Terselesaikannya skripsi ini tidak terlepas dari bantuan beberapa pihak, maka dari
itu dalam kesempatan ini penulis ingin mengucapkan terima kasih kepada:
1. Kedua orang tua penulis serta adik yang selama ini yang tanpa hentinya
mencurahkan kasih sayang, perhatian dan memotivasi penulis dalam
proses pengerjaan skripsi.
2. Ibu Anna Riana Putriya, S.E., M.Si. selaku dosen pembimbing skripsi
yang selama ini memberikan banyak waktu dan tenaga, ilmu dan
pengetahuan, serta saran dan masukan yang positif bagi penulis sehingga
skripsi ini dapat selesai sebagai mana mestinya.
3. Ibu Putu Yani Pratiwi, S.T., M.M dan Bapak Ir. Y. Budi Susanto, M.M.
selaku dewan penguji atas saran dan masukan perbaikan untuk menjadikan
skripsi ini lebih baik lagi.
4. Bapak M. Riyadh Rizky Adam, S.T., M.S.M., Ibu Purnamaningsih, S.E.,
M.S.M., dan Bapak Ir. Y. Budi Susanto, M.M., Ibu Ika Yanuarti, S.E.,
MSFIN, Ibu Dewi Wahyu Handayani, S.E., M.M. selaku dosen program
studi Manajemen atas masukan dan saran yang sangat membantu penulis.
5. Secara khusus penulis mengucapkan terima kasih kepada Bapak Dr. Edi
Purwanto, M.M., M.Th. atas saran dan pengetahuan yang sangat berguna
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
vi
yang dibagikan kepada penulis dan segenap keluarga jemaat Philadelphia
Independent Baptis Church di Tangerang yang telah mendoakan dan
memberikan semangat serta motivasi untuk dapat menyelesaikan skripsi
ini.
6. Teman – teman program studi Manajemen 2009 Universitas Multimedia
Nusantara, khususnya Sylvia Mulyadi dan Melisa Tjhang.
7. Para responden yang telah meluangkan waktunya untuk mengisi
kuesioner.
8. Teman-teman lainnya yang tidak bisa disebutkan satu per satu yang telah
membantu peneliti untuk menyebarkan kuesioner kepada para responden.
Akhir kata penulis penulis mohon maaf jika ada kata-kata yang salah dalam
skripsi ini. Oleh karena itu, penulis terbuka atas kritik dan saran yang membangun
bagi penulisan skripsi ini.
Tangerang, 30 Maret 2014
Penulis
Winda Trisna Ryadi
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
vii
DAFTAR ISI
Pengesahan Laporan Skripsi .................................................................................... i
Pernyataan Orisinalitas Skripsi ............................................................................... ii
Abstrak ................................................................................................................... iii
Abstract .................................................................................................................. iv
Kata Pengantar ........................................................................................................ v
Daftar Isi................................................................................................................ vii
Daftar Tabel ........................................................................................................... xv
Daftar Gambar ..................................................................................................... xvii
BAB I PENDAHULUAN ........................................................................................ 1
1.1 Latar Belakang .............................................................................................. 1
1.2 Rumusan Masalah dan Pertanyaan Penelitian ............................................... 8
1.3 Tujuan Penelitian ......................................................................................... 13
1.4 Manfaat Penelitian ....................................................................................... 13
1.5 Batasan Penelitian ....................................................................................... 14
1.6 Sistematika Penulisan .................................................................................. 16
BAB II LANDASAN TEORI ................................................................................ 18
2.1 Pemasaran .................................................................................................... 18
2.2 Perilaku Konsumen (Consumer Behavior) .................................................. 23
2.3 Brand ........................................................................................................... 28
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
viii
2.4 Luxury Brands ............................................................................................. 30
2.4.1 Produk dan Merek Mewah (Luxury Products and Brands)................. 32
2.4.2 Categorization of Luxury Industries .................................................... 34
2.4.3 Tipe-Tipe Merek Mewah (Types of Luxury Brands) ........................... 34
2.4.3.1 Berdasarkan Luxury Level ........................................................... 34
2.4.3.2 Berdasarkan Awareness ............................................................... 36
2.4.3.3 Berdasarkan Business Volume ..................................................... 38
2.4.4 Perbedaan Luxury Brands dari Konsep-konsep yang mirip ................ 39
2.4.4.1 Perbedaan Luxury dengan Prestige Products/Brands .................. 39
2.4.4.2 Perbedaan Luxury dengan Masstige Brands ................................ 40
2.4.4.3 Perbedaan Luxury dengan Prestige Products/Brands .................. 42
2.5 Hak Kekayaan Intelektual (HKI) ................................................................ 43
2.5.1 Definisi ................................................................................................ 43
2.5.2 Bidang HKI .......................................................................................... 41
2.5.2.1 Hak Cipta (Copyright) ................................................................. 41
2.5.2.2 Hak Kekayaan Industri (Industrial Property Rights)................... 44
2.5.2.2.1 Paten (Patent) ......................................................................... 44
2.5.2.2.2 Desain Industri (Industrial Design) ........................................ 45
2.5.2.2.3 Merek Dagang (Trademark) ................................................... 45
2.5.2.2.4 Layout Design of Integrated Circuit (Desain Tata Letak
Sirkuit Terpadu/DTLST) ......................................................... 48
2.5.2.2.5 Rahasia Dagang (Trade Secrets) ............................................ 49
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
ix
2.5.2.2.6 Perlindungan Vairetas Tanaman (PVT) ................................. 49
2.6 Theory of reasoned Action (TRA) ............................................................... 50
2.7 Counterfeit Purchase/Repurchase Intention ............................................... 52
2.8 Attitudes Towards Purchasing Counterfeit ................................................. 54
2.9 Faktor Sosial yang Mempengaruhi Attitudes Towards Purchasing
Counterfeit .................................................................................................... 56
2.9.1 Subjective Norms ................................................................................. 59
2.9.2 Informative Susceptibility .................................................................... 61
2.10 Faktor Personal yang Mempengaruhi Attitudes Towards Purchasing
Counterfeit .................................................................................................. 62
2.10.1 Value Consciousness ......................................................................... 63
2.10.2 Price-quality Inference ...................................................................... 64
2.11 Pengembangan Hipotesis .......................................................................... 66
2.11.1 Hubungan Subjective Norms terhadap Attitudes Towards Purchasing
Counterfeit ........................................................................................ 66
2.11.2 Hubungan Informative Susceptibility terhadap Attitudes Towards
Purchasing Counterfeit ..................................................................... 67
2.11.3 Hubungan Value Consciousness terhadap Attitudes Towards
Purchasing Counterfeit ..................................................................... 68
2.11.4 Hubungan Price-quality Inference terhadap Attitudes Towards
Purchasing Counterfeit ..................................................................... 69
2.11.5 Hubungan Attitudes Towards Purchasing Counterfeit terhadap
Repurchase Intention ........................................................................ 70
2.12 Penelitian Sebelumnya .............................................................................. 72
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
x
2.13 Model Penelitian ........................................................................................ 76
BAB III METODOLOGI PENELITIAN............................................................... 77
3.1 Gambaran umum Objek Penelitian ............................................................. 77
3.1.1 Konsep yang mendasari Hak Kekayaan Intelektual atau Intelectual
Property Rights (IPR).......................................................................... 77
3.1.2 Sejarah Pemalsuan dan Pelanggaran HKI ........................................... 80
3.1.3 Perlindungan Merek secara Internasional ............................................ 82
3.1.4 Hak Kekayaan Intelektual di Indonesia ............................................... 83
3.1.4.1 Definisi ...................................................................................... 83
3.1.4.2 Konsep Hak atas Merek sebagai HKI ....................................... 83
3.1.4.3 Kaitan antara Pelanggaran Trademark dan
Persaingan Tidak Jujur .............................................................. 84
3.1.4.4 Sejarah Pengaturan Merek di Indonesia .................................... 86
3.1.4.5 Produk Palsu di Indonesia ......................................................... 87
3.2 Desain Penelitian ......................................................................................... 89
3.3 Ruang Lingkup Penelitian ........................................................................... 91
3.3.1 Target Populasi .................................................................................... 91
3.3.1.1 Sampling Unit dan Element ......................................................... 91
3.3.1.2 Extent dan Time Frame ................................................................ 91
3.3.2 Sampling Frame................................................................................... 92
3.3.3 Teknik Pengambilan Sampel ............................................................... 92
3.3.4 Ukuran Sampel (Sample Size) ............................................................. 93
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xi
3.3.5 Sampling Process................................................................................. 94
3.3.5.1 Sumber dan Cara Pengumpulan Data .......................................... 94
3.3.5.2 Prosedur Pengumpulan Data ........................................................ 95
3.4 Identifikasi Variabel Penelitian ................................................................... 97
3.4.1 Lariabel Laten ...................................................................................... 97
3.4.1.1 Variabel Eksogen ......................................................................... 97
3.4.1.2 Variabel Endogen......................................................................... 98
3.4.2 Variabel Teramati (Observed Variable) .............................................. 98
3.5 Definisi Operasional .................................................................................... 99
3.6 Teknik Analisis .......................................................................................... 103
3.6.1 Uji Instrumen Pre-test ....................................................................... 103
3.6.1.1 Uji Validitas ............................................................................... 103
3.6.1.2 uji Reliabilitas ............................................................................ 103
3.7 Structural Equation Modeling (SEM) ....................................................... 104
3.7.1 Enam Tahap dalam SEM ................................................................... 105
3.7.2 Tahap dalam Prosedur SEM .............................................................. 106
3.7.2.1 Spesifikasi Model....................................................................... 106
3.7.2.1.1 Spesifikasi Model Pengukuran ........................................... 106
3.7.2.1.2 Spesifikasi Model Struktural .............................................. 108
3.7.2.1.3 Diagram Jalur (Path Diagram) .......................................... 108
3.7.2.2 Identifikasi ................................................................................. 109
3.7.2.2.1 Under Identified ................................................................. 109
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xii
3.7.2.2.2 Just Identified ..................................................................... 110
3.7.2.2.3 Over Identified.................................................................... 110
3.7.2.3 Estimasi ...................................................................................... 110
3.7.2.4 Uji Kecocokan ........................................................................... 111
3.7.2.4.1 Kecocokan Keseluruhan Model ......................................... 111
3.7.2.4.2 Kecocokan Model Pengukuran .......................................... 114
3.7.2.4.3 Kecocokan Model Struktural ............................................. 116
BAB IV ANALISIS DAN PEMBAHASAN ....................................................... 117
4.1 Deskripsi Profil Responden ....................................................................... 117
4.1.1 Profil Responden Berdasarkan Pengalaman Membeli Produk
Luxury Fashion Brand Tiruan/KW ................................................ 117
4.1.2 Profil Responden Berdasarkan Waktu Terarkhir Kali Konsumen
Membeli Produk Fashion KW/tiruan ................................................ 118
4.1.3 Profil Responden Berdasarkan Domisili ........................................... 119
4.1.4 Profil Responden Berdasarkan luxury fashion brand tiruan/KW
yang pernah dibeli ............................................................................. 120
4.1.5 Profil Responden Berdasarkan Jenis Kelamin ................................... 122
4.1.6 Profil Responden Berdasarkan Usia .................................................. 123
4.1.7 Profil Responden Berdasarkan Profesi .............................................. 124
4.1.8 Profil Responden Berdasarkan Kategori Produk luxury fashion
KW/tiruan yang Pernah Dibeli .......................................................... 125
4.1.9 Profil Responden Berdasarkan Kategori Produk luxury fashion
KW/tiruan yang Paling Sering Dibeli ............................................... 126
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xiii
4.10 Profil Responden Berdasarkan Rata-rata Pengeluaran Untuk
Membeli Produk Luxury Fashion Brand Tiruan/KW ......................... 127
4.2 Analisis Deskriptif ..................................................................................... 128
4.2.1 Subjective Norms ............................................................................... 129
4.2.2 Informative Susceptibility .................................................................. 130
4.2.3 Value Consciousness ......................................................................... 132
4.2.4 Price-quality Inference ...................................................................... 133
4.2.5 Attitudes Towards Purchasing Counterfeit ....................................... 134
4.2.6 Repurchase Intention ......................................................................... 135
4.3 Hasil Pre-test ............................................................................................. 136
4.3.1 Uji Validitas ....................................................................................... 137
4.3.2 Uji Reliabilitas ................................................................................... 139
4.4 Kecocokan Keseluruhan Model ................................................................ 139
4.4.1 Kecocokan Absolut Fit Measure ....................................................... 140
4.4.2 Kecocokan Incremental Fit Measure ................................................ 142
4.4.3 Kecocokan Parsimonious Fit measure .............................................. 144
4.5 Validitas & Reliabilitas Test ..................................................................... 146
4.5.1 Validitas Test ..................................................................................... 146
4.5.2 Reliabilitas Test ................................................................................. 149
4.6 Estimasi Model Struktural ......................................................................... 152
4.7 Analisis Interpretasi Hipotesis Penelitian .................................................. 155
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xiv
4.7.1 Hasil uji pengaruh Subjective Norms terhadap Attitude towards
purchasing counterfeit....................................................................... 155
4.7.2 Hasil uji pengaruh Informative Susceptibility terhadap Attitude
towards purchasing counterfeit ......................................................... 156
4.7.3 Hasil uji pengaruh Value Consciousness terhadap Attitude towards
purchasing counterfeit....................................................................... 157
4.7.4 Hasil uji pengaruh Price-quality Inference terhadap Attitude
towards purchasing counterfeit ......................................................... 158
4.7.5 Hasil uji pengaruh Attitude toward purchasing counterfeit
terhadap Repurchase Intention .......................................................... 159
4.8 Implikasi Manajerial .................................................................................. 160
BAB V KESIMPULAN DAN SARAN ............................................................... 167
5.1 Kesimpulan ................................................................................................ 167
5.2 Limitasi Penelitian ..................................................................................... 169
5.3 Saran .......................................................................................................... 158
5.3.1 Saran bagi perusahaan Pemegang Merek Fashion Mewah
di Indonesia ....................................................................................... 170
5.3.2 Saran bagi Penelitian Selanjutnya ..................................................... 171
Daftar Pustaka ...................................................................................................... 173
Lampiran 1 Kuesioner .......................................................................................... 177
Lampiran 2 Hasil pre-test .................................................................................... 183
Lampiran 3 Hasil GOF dan Hipotesis .................................................................. 191
Lampiran 4 Hasil Running AMOS ...................................................................... 194
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xv
DAFTAR TABEL
Tabel 2.1 Four types of utility ................................................................................ 20
Tabel 2.2 Fungsi Brand bagi konsumen ................................................................ 30
Tabel 2.3 Penelitian Sebelumnya ........................................................................... 72
Tabel 3.1 Perbedaan antara Penelitian Exploratory dan Penelitian Conclusive .... 89
Tabel 3.2 Penetapan kuota untuk masing-masing kota .......................................... 94
Tabel 3.3 Variabel Operasional............................................................................ 100
Tabel 3.4 Ukuran Kecocokan Absolut ................................................................. 112
Tabel 3.5 Ukuran Kecocokan Incremental........................................................... 113
Tabel 3.6 Ukuran kecocokan parsimoni............................................................... 114
Tabel 4.1 Kategori Mean dari Skor Interval ........................................................ 128
Tabel 4.2 Penilaian responden terhadap variabel subjective norms ..................... 129
Tabel 4.3 Penilaian responden terhadap variabel Informative Susceptibility ...... 130
Tabel 4.4 Penilaian responden terhadap variabel value consciousness ............... 132
Tabel 4.5 Penilaian responden terhadap variabel price-quality inference ........... 133
Tabel 4.6 Penilaian responden terhadap variabel attitude towards repurchasing
counterfeit ............................................................................................ 134
Tabel 4.7 Penilaian responden terhadap variabel repurchase intention .............. 135
Tabel 4.8 Kesimpulan Hasil Uji Validitas pre-test .............................................. 137
Tabel 4.9 Kesimpulan Hasil Uji Reliabilitas Pre-test .......................................... 139
Tabel 4.10 Hasil Ukuran Kecocokan Absolut Fit Measure ................................. 140
Tabel 4.11 Hasil Ukuran Kecocokan Incremental Fit Measure .......................... 142
Tabel 4.12 Hasil Ukuran Kecocokan Parsimonious Fit Measure ....................... 144
Tabel 4.13 Nilai Standardized Regression Weights Subjective Norms ................ 146
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xvi
Tabel 4.14 Nilai Standardized Regression Weights Informative Susceptibility ... 147
Tabel 4.15 Nilai Standardized Regression Weights Value Consciousness .......... 147
Tabel 4.16 Nilai Standardized Regression Weights Price-Quality Inference ...... 148
Tabel 4.17 Nilai Standardized Regression Weights Attitudes towards
purchasing counterfeit ......................................................................... 148
Tabel 4.18 Nilai Standardized Regression Weights Repurchase Intention.......... 149
Tabel 4.19 Kesimpulan Hasil Analisis Validitas & Reliabilitas .......................... 151
Tabel 4.20 Regression Weights ............................................................................ 152
Tabel 4.21 Hasil Analisis Model Struktural ......................................................... 152
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xvii
DAFTAR GAMBAR
Gambar 1.1 Profil Hak Kekayaan di Indonesia ....................................................... 5
Gambar 1.2 Data statistik Hak Kekayaan Intelektual di Indonesia ......................... 6
Gambar 2.1 Proses Pemasaran ............................................................................... 19
Gambar 2.2 Marketing Mix: 4P ............................................................................. 23
Gambar 2.3 Model of Consumer Decision Making ................................................ 26
Gambar 2.4 Hubungan antara luxury products dan luxury brands ........................ 33
Gambar 2.5 Categorization of Luxury Product Industries .................................... 34
Gambar 2.6 Theory of Reasoned Action ................................................................ 52
Gambar 2.7 Model penelitian ................................................................................. 76
Gambar 3.1 Contoh Praktik Pemalsuan Merek (1) ................................................ 85
Gambar 3.2 Contoh Praktik Pemalsuan Merek (2) ................................................ 86
Gambar 3.3 Sampling Techniques.......................................................................... 92
Gambar 3.4 Simbol Variabel Laten ....................................................................... 97
Gambar 3.5 Variabel eksogen dan variabel endogen ............................................. 98
Gambar 3.6 Simbol Variabel Teramati .................................................................. 99
Gambar 3.7 Tahapan dalam SEM ........................................................................ 105
Gambar 3.8 Measurement Model ......................................................................... 107
Gambar 3.9 Model Struktural .............................................................................. 108
Gambar 3.10 Path diagaram ................................................................................. 109
Gambar 4.1 Pengalaman Membeli produk Luxury Fashion Brand tiruan/KW ... 117
Gambar 4.2 Waktu terakhir kali konsumen membeli produk fashion KW/tiruan118
Gambar 4.3 Domisili Responden ......................................................................... 119
Gambar 4.4 Luxury fashion brand tiruan/KW yang pernah dibeli responden ..... 120
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
xviii
Gambar 4.5 Jenis Kelamin ................................................................................... 122
Gambar 4.6 Usia Responden ................................................................................ 123
Gambar 4.7 Profesi............................................................................................... 124
Gambar 4.8 Kategori Produk luxury fashion brand KW/tiruan yang pernah
dibeli .................................................................................................. 125
Gambar 4.9 Kategori Produk luxury fashion yang paling sering dibeli ............... 126
Gambar 4.10 Rata-rata Pengeluaran untuk Membeli produk luxury fashion
brand tiruan/KW ............................................................................. 127
Faktor-Faktor..., Winda Trisna Ryadi, FB UMN, 2014
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