THE INFLUENCE OF PERSONAL GRATIFICATION, INDIVIDUAL MOTIVATION, AND VALUE CONSCIOUSNESS TOWARDS COUNTERFEIT BAGS PURCHASE INTENTION: A STUDY IN GREATER JAKARTA

Abstract

Purpose  This research aims to discover the influence of personal gratification, individual motivation, value consciousness towards counterfeit bags purchase intention in Greater Jakarta. Design / Methodology / Approach  This research is a quantitative research. Researcher distributed questionnaire by online to collect primary data. This research involved 200 respondents who have ever bought both imitation and original bags in Greater Jakarta. The researcher uses the convenient and snow-ball technique to take the samples. To analyze the results, the researcher is using multiple regression analysis. Findings  The result shows that individual motivation and value consciousness have a significant influence towards purchase intention. While for the personal gratification is proven to have no influence towards buying intention of counterfeit bags. Originality/Value  This current research gives better understanding knowledge about how the personal gratification, individual motivation and value consciousness can affect the counterfeit bags purchase intention especially for people who have bought both original and imitation one. These respondents have the experience to distinguish fake and original bags usage. This study provides information about what happens in the samples in year 2020.