COMPARATIVE RESEARCH OF CONSUMER PURCHASE INTENTION TOWARDS ORIGINAL AND COUNTERFEIT PRODUCT OF NIKE SHOES IN MANADO
Abstract: Counterfeit products
have spreads worldwide, and Indonesia is no exception. Nowadays, the Original
and Counterfeit Product has a similarity appearances and can make consumer
difficult to distinguish the difference between Original and Counterfeit
product, especially for footwear product. Nike shoes is one of 3 most popular
footwear product that has been counterfeiting and There are so many users of Nike Shoes in Indonesia, especially in
Manado.This study is aim to know the significant different between Original and
Counterfeits product of Nike Shoes Based on Consumer Purchase Intention. The
method in this study is quantitative method by used independent sample t-test as
the analyzing tools. Samples used in this research are 100 respondents and
gathered from questionnaires. The data is analyzed by using SPSS Software. The
result show that there is significant difference between Original and
Counterfeit product based on the variables of Purchase intention, which is
Product Quality, Price, Personal Appearance, Social Influence, and Brand Image.
The research recommends for consumer that have intention to buy Nike Original
and Counterfeit to choose product based on the variables of Purchase Intention.
Keywords: purchase intention,
product, originality, counterfeit, product quality, price, personal appearance,
social influence, brand image
Penulis: Beauty C.A Mangundap,
James D.D Massie, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180227
