AN ANALYSIS OF SOCIAL AND PERSONAL CONSUMER ORIENTATION TOWARD THE PURCHASE OF COUNTERFEIT AND PIRATED GOODS IN GREATER JAKARTA

Abstract

This study appraise in depth the pursuance of Social Consumer Orientation (Social Conformity, Social Seeking, Fashion Consciousness, and Price-Quality Schema), Personal Consumer Orientation (Ethical Value, Social Responsibility, and Integrity), Attitudes, Subjective Norm, Perceived Control, and Behavioral Intention on purchasing counterfeit goods in Greater Jakarta. The objective of this research are to determine to what extent the influence of social consumer orientation on attitudes and subjective norm toward the purchase of counterfeit goods, to what extent the influence of personal consumer orientation on subjective norm and perceived control toward the purchase of counterfeit goods, to what extent the influence of attitudes, subjective norm, and perceived control on the intention to purchase counterfeit goods. The primary data were collected through administration of questionnaires which was distributed through online that fall in category of age between 17-40 years old and domicile in the area of Greater Jakarta. The sample consists of 384 respondents. It was found that there are fours influencing factors such as Perceived Control, Social Consumer Orientation, Personal Consumer Orientation, and Subjective norm. There are several recommendations for retailers, marketers and governers on how to prevent the purchase of counterfeit goods in future based on the finding.