THE INFLUENCE OF REFERENCE GROUPS, FAMILY, ROLES AND STATUS ON CONSUMER PURCHASE INTENTION OF COUNTERFEIT WATCHES IN MANADO
Abstract: The objective of
this study is to understand the influence of reference groups, family, and
roles & status consumer purchase intention of counterfeit watches in
Manado. The data was collected from 100 respondents that purchase counterfeit
watches and multiple regression analysis was used to test the relationship
among variables. The result reveales that Role and Status have significant influence
to the consumer purchase intention of buying counterfeit watches in Manado.
This characteristic gives a big influence to the retailer of original product
for to hold the retailer of counterfeits sells. The author recommends to
original brand company or retailer should improve their knowledge about how to
attract the intention of consumer in manado to consume original product.
Businesses have to spend their concern to give customer who just purchase from
their shop or services to give them enchantment after from the shop. Also find
out some strategy and tactics to keep selling original product without making
the consumer think the product is too expensive, thus making them buy
alternative goods which is nothing but counterfeit goods.
Keywords: Counterfeiting,
Counterfeit Shoes, Reference Group, Family, Roles and Status, Consumer Purchase
Intention
Penulis: Michael . Pesik,
Joyce . Lapian, Ferdinand . Tumewu
Kode Jurnal: jpmanajemendd171060
