THE FACTORS INFLUENCING PURCHASE INTENTION BY STUDENTS TO BUY COUNTERFEIT PRODUCTS The Factors Influencing Purchase Intention by Students to Buy Counterfeit Products.
THE FACTORS INFLUENCING PURCHASE INTENTION BY
STUDENTS TO BUY COUNTERFEIT PRODUCTS
RESEARCH
Submitted to the Faculty of Economics and Business
Management International Program in Partial Fulfillment of the Requirement of
the Degree of BACHELOR OF ECONOMICS at Muhammadiyah University of
Surakarta
Written by:
RIFFAT VERLILA PONTO
B 100 112 002
MANAGEMENT INTERNATIONAL PROGRAM
ECONOMICS AND BUSINESS FACULTY
MUHAMMADIYAH UNIVERSITY OF SURAKARTA
2015
ii
iii
MOTTO
‘If opportunity doesn’t knock, build a door’
(Milton Berle)
‘Risk more than others think is safe. Dream more than others think is practical’
(Howard Schultz)
‘ALLAH SWT does not create a lock without its key, ALLAH SWT doesn’t give
you problems without the solution!’
(Believe)
‘Karena sesungguhnya sesudah kesulitan ada kemudahan’
(QS. Al Insyirah: 5)
iv
DEDICATION
Gratitude to ALLAH SWT and thank
you for all the blessings that have been
given, I will offer this modest work
sincerely to :
My beloved parent, thank you
for always motivates me and
accompanies my steps.
My big sister, little sister and all
of dear brother who has always
been by my side encouraging.
Someone who means so much
in my life.
My friends who have been with
me all these years and have
always supported me.
v
ABSTRACT
Since there are many people in Indonesia that know and buy counterfeit
products of CROCS and since this product is famous enough in society, the author
wants to know the factors that can influence purchase intention by students to buy
counterfeit products. The title of this research is The Factors Influencing Purchase
Intention by Students to buy counterfeit products. The purpose of this research is
to analyze the effect of brand personality, perceived product attributes, perceived
benefits, product involvement and product knowledge toward purchase intention
by students to buy counterfeit products. 125 respondents in this research are
students of Muhammadiyah University of Surakarta. Technique sampling of
research used was convenience sampling. The data in this research have fulfilled
the normal distribution. The analysis results brand personality, product
involvement and product knowledge were significant and supported while
perceived product attributes and perceived benefits were not significant and not
supported.
Key words: Brand personality, Perceived product attributes, Perceived benefits,
product involvement, Product knowledge and Purchase Intention.
Surakarta, 04 November 2014
Author,
(Riffat Verlila Ponto)
vi
ACKNOWLEDGEMENTS
Assalaamualaikum Wr. Wb.
In the name of ALLAH, The Most Gracious, The Most Merciful, All the
praise and thanks be to ALLAH, the Lord of the ‘Alamin, The Most Gracious, The
Most Merciful. I praise ALLAH, the Almighty. It is only because of His blessing
that I had the opportunity and capability to finish my research with the title ‘The
factors influencing purchase intention by students to buy counterfeit
products’ (empirical studies on students of Muhammadiyah University of
Surakarta).
Preparation of this research is intended to Management International in
partial fulfillment of the requirements the Degree of BACHELOR OF
ECONOMICS at Muhammadiyah University of Surakarta.
On this occasion the author would like to express sincere gratitude and
appreciation to all parties who have helped either directly or indirectly to the
completion of this thesis. Therefore on this occasion the authors would like to
express gratitude to:
1. Mr. Dr. Triyono, M.Sc. as Dean of Faculty of Economics and Business
Faculty Muhammadiyah University of Surakarta.
2. Mr. Dr. Agus Anton, as Chairman the Management Department Faculty of
Economics and Business Muhammadiyah University of Surakarta.
3. Mr. Ahmad Mardalis, SE, MBA, as the Supervisor for spending time to
provide input, guidance and direction to the author in the preparation of
the research.
vii
4. The whole lecturers and staff of Economics and Business Faculty
Muhammadiyah University of Surakarta who has provided useful
knowledge, help and encouragement to the author.
5. My parent who have offered prayers and support both materially and
morally so the author can finish this research.
6. My Sister, younger sister and younger brother who accompanied the
author.
7. Mz Ervin who always accompanies and encourages the author to be able
for complete this research.
8. Classmates of dual degree management 2011 Saskia, Enggar, Nunki, Niki,
Hendry, Tendy, Coi and Agung, thank you for our time together during
studying in this campus.
9. All my best friends Diana, Zidni, Emi, Yessy, Novi, Yunita and Indah,
who always give me support and never afraid to correct me if I do
something wrong.
10. Friend-fellow soldier in the preparation of the research, thank you for your
time, attention, suggestions and criticisms.
11. Everyone else whom has helped and could not mention one by one.
The author realized in writing this research is still a lot of flaws and is far
from perfection, but the authors hope this research can be useful for subsequent
writers. Put both criticism and constructive suggestions for the improvement of
this research is very authors expect
Wassalaamualaikum Wr.Wb
Surakarta, 11 November 2014
Author,
RIFFAT VERLILA PONTO
viii
TABLE OF CONTENT
COVER
i
LEGALIZATION
ii
ORIGINALITY STATEMENT OF RESEARCH
iii
MOTTO
iv
DEDICATION
v
ABSTRACT
vi
ACKNOWLEDGEMENTS
vii
TABLE OF CONTENT
ix
LIST of TABLES
xi
LIST of IMAGES
xii
LIST of APPENDIX
xiii
CHAPTER I INTRODUCTION
1.1 Research Background
1
1.2 Research Problems
4
1.3 Research Objectives
5
1.4 Benefits of Research
5
1.5 Contents of Research
7
CHAPTER II LITERATURE REVIEW
2.1 Literature Review
8
2.1.1 Brand
8
2.1.2 Brand Personality
10
2.1.3 Perceived Product Attributes
12
2.1.4 Perceived Benefits
13
ix
2.1.5 Product Involvement
13
2.1.6 Product Knowledge
15
2.1.7 Purchase Intention
17
2.1.8 Hypotheses
18
2.1.9 The Research Framework
21
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Type
22
3.2 Location of Research
23
3.3 Population, Sample and Technique Sampling
23
3.4 Source of Data
24
3.5 Data Collection Techniques
25
3.6 Variable Measurement
26
3.7 Methods of Data Analysis
30
CHAPTER IV DATA ANALYSIS AND DISCUSSION
A. General Description of Product
39
B. Data Analysis
40
C. Discussion
56
CHAPTER V CONCLUSION
1.1 Conclusions
60
1.2 Implications
61
1.3 Limitations
61
1.4 Recommendations
62
REFERENCES
63
APPENDICES
x
LIST OF TABLES
Table IV.1
Respondent characteristic based on experience buy a
counterfeit
41
Table IV.2
Respondent characteristic based on Income
41
Table IV.3
Analysis Validity test KMO and Barlet’s test
43
Table IV.4
Result Validity test
44
Table IV.5
Analysis Reliability test
45
Table IV.6
Analysis One-Sample Kolmogorov-Smirnov Test
46
Table IV.7
Analysis Linearity ANOVA
47
Table IV.8
Analysis Multicollinearity test Correlations
50
Table IV.9
Analysis Regression R Square
51
Table IV.10
Analysis ANOVA
52
Table IV.11
Analysis Coefficients
52
xi
LIST OF IMAGES
Image 1
The Framework Research
21
Image 2
The Result of Regression Model
55
xii
LIST OF APPENDICES
Appendix I
Questionnaire
Appendix II
Data of Research
Appendix III
The Result of Analysis Data
xiii
STUDENTS TO BUY COUNTERFEIT PRODUCTS
RESEARCH
Submitted to the Faculty of Economics and Business
Management International Program in Partial Fulfillment of the Requirement of
the Degree of BACHELOR OF ECONOMICS at Muhammadiyah University of
Surakarta
Written by:
RIFFAT VERLILA PONTO
B 100 112 002
MANAGEMENT INTERNATIONAL PROGRAM
ECONOMICS AND BUSINESS FACULTY
MUHAMMADIYAH UNIVERSITY OF SURAKARTA
2015
ii
iii
MOTTO
‘If opportunity doesn’t knock, build a door’
(Milton Berle)
‘Risk more than others think is safe. Dream more than others think is practical’
(Howard Schultz)
‘ALLAH SWT does not create a lock without its key, ALLAH SWT doesn’t give
you problems without the solution!’
(Believe)
‘Karena sesungguhnya sesudah kesulitan ada kemudahan’
(QS. Al Insyirah: 5)
iv
DEDICATION
Gratitude to ALLAH SWT and thank
you for all the blessings that have been
given, I will offer this modest work
sincerely to :
My beloved parent, thank you
for always motivates me and
accompanies my steps.
My big sister, little sister and all
of dear brother who has always
been by my side encouraging.
Someone who means so much
in my life.
My friends who have been with
me all these years and have
always supported me.
v
ABSTRACT
Since there are many people in Indonesia that know and buy counterfeit
products of CROCS and since this product is famous enough in society, the author
wants to know the factors that can influence purchase intention by students to buy
counterfeit products. The title of this research is The Factors Influencing Purchase
Intention by Students to buy counterfeit products. The purpose of this research is
to analyze the effect of brand personality, perceived product attributes, perceived
benefits, product involvement and product knowledge toward purchase intention
by students to buy counterfeit products. 125 respondents in this research are
students of Muhammadiyah University of Surakarta. Technique sampling of
research used was convenience sampling. The data in this research have fulfilled
the normal distribution. The analysis results brand personality, product
involvement and product knowledge were significant and supported while
perceived product attributes and perceived benefits were not significant and not
supported.
Key words: Brand personality, Perceived product attributes, Perceived benefits,
product involvement, Product knowledge and Purchase Intention.
Surakarta, 04 November 2014
Author,
(Riffat Verlila Ponto)
vi
ACKNOWLEDGEMENTS
Assalaamualaikum Wr. Wb.
In the name of ALLAH, The Most Gracious, The Most Merciful, All the
praise and thanks be to ALLAH, the Lord of the ‘Alamin, The Most Gracious, The
Most Merciful. I praise ALLAH, the Almighty. It is only because of His blessing
that I had the opportunity and capability to finish my research with the title ‘The
factors influencing purchase intention by students to buy counterfeit
products’ (empirical studies on students of Muhammadiyah University of
Surakarta).
Preparation of this research is intended to Management International in
partial fulfillment of the requirements the Degree of BACHELOR OF
ECONOMICS at Muhammadiyah University of Surakarta.
On this occasion the author would like to express sincere gratitude and
appreciation to all parties who have helped either directly or indirectly to the
completion of this thesis. Therefore on this occasion the authors would like to
express gratitude to:
1. Mr. Dr. Triyono, M.Sc. as Dean of Faculty of Economics and Business
Faculty Muhammadiyah University of Surakarta.
2. Mr. Dr. Agus Anton, as Chairman the Management Department Faculty of
Economics and Business Muhammadiyah University of Surakarta.
3. Mr. Ahmad Mardalis, SE, MBA, as the Supervisor for spending time to
provide input, guidance and direction to the author in the preparation of
the research.
vii
4. The whole lecturers and staff of Economics and Business Faculty
Muhammadiyah University of Surakarta who has provided useful
knowledge, help and encouragement to the author.
5. My parent who have offered prayers and support both materially and
morally so the author can finish this research.
6. My Sister, younger sister and younger brother who accompanied the
author.
7. Mz Ervin who always accompanies and encourages the author to be able
for complete this research.
8. Classmates of dual degree management 2011 Saskia, Enggar, Nunki, Niki,
Hendry, Tendy, Coi and Agung, thank you for our time together during
studying in this campus.
9. All my best friends Diana, Zidni, Emi, Yessy, Novi, Yunita and Indah,
who always give me support and never afraid to correct me if I do
something wrong.
10. Friend-fellow soldier in the preparation of the research, thank you for your
time, attention, suggestions and criticisms.
11. Everyone else whom has helped and could not mention one by one.
The author realized in writing this research is still a lot of flaws and is far
from perfection, but the authors hope this research can be useful for subsequent
writers. Put both criticism and constructive suggestions for the improvement of
this research is very authors expect
Wassalaamualaikum Wr.Wb
Surakarta, 11 November 2014
Author,
RIFFAT VERLILA PONTO
viii
TABLE OF CONTENT
COVER
i
LEGALIZATION
ii
ORIGINALITY STATEMENT OF RESEARCH
iii
MOTTO
iv
DEDICATION
v
ABSTRACT
vi
ACKNOWLEDGEMENTS
vii
TABLE OF CONTENT
ix
LIST of TABLES
xi
LIST of IMAGES
xii
LIST of APPENDIX
xiii
CHAPTER I INTRODUCTION
1.1 Research Background
1
1.2 Research Problems
4
1.3 Research Objectives
5
1.4 Benefits of Research
5
1.5 Contents of Research
7
CHAPTER II LITERATURE REVIEW
2.1 Literature Review
8
2.1.1 Brand
8
2.1.2 Brand Personality
10
2.1.3 Perceived Product Attributes
12
2.1.4 Perceived Benefits
13
ix
2.1.5 Product Involvement
13
2.1.6 Product Knowledge
15
2.1.7 Purchase Intention
17
2.1.8 Hypotheses
18
2.1.9 The Research Framework
21
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Type
22
3.2 Location of Research
23
3.3 Population, Sample and Technique Sampling
23
3.4 Source of Data
24
3.5 Data Collection Techniques
25
3.6 Variable Measurement
26
3.7 Methods of Data Analysis
30
CHAPTER IV DATA ANALYSIS AND DISCUSSION
A. General Description of Product
39
B. Data Analysis
40
C. Discussion
56
CHAPTER V CONCLUSION
1.1 Conclusions
60
1.2 Implications
61
1.3 Limitations
61
1.4 Recommendations
62
REFERENCES
63
APPENDICES
x
LIST OF TABLES
Table IV.1
Respondent characteristic based on experience buy a
counterfeit
41
Table IV.2
Respondent characteristic based on Income
41
Table IV.3
Analysis Validity test KMO and Barlet’s test
43
Table IV.4
Result Validity test
44
Table IV.5
Analysis Reliability test
45
Table IV.6
Analysis One-Sample Kolmogorov-Smirnov Test
46
Table IV.7
Analysis Linearity ANOVA
47
Table IV.8
Analysis Multicollinearity test Correlations
50
Table IV.9
Analysis Regression R Square
51
Table IV.10
Analysis ANOVA
52
Table IV.11
Analysis Coefficients
52
xi
LIST OF IMAGES
Image 1
The Framework Research
21
Image 2
The Result of Regression Model
55
xii
LIST OF APPENDICES
Appendix I
Questionnaire
Appendix II
Data of Research
Appendix III
The Result of Analysis Data
xiii