THE EFFECT OF SOCIAL AND PERSONALITY FACTORS TOWARDS ATTITUDE AND PURCHASE INTENTION ON COUNTERFEIT PRODUCTS: (A SURVEY OF FEMALE MAC COSMETIC PRODUCT USERS IN JAKARTA)

Abstract

Counterfeits consumption has recently attracted considerable attention. Indonesia is a country that ranked the 8th largest country after Hong Kong with highest levels of products piracy in Asia in 2006. This research examines factors affecting consumer purchase intention for counterfeit products. Specially, this research takes Jakarta as a metropolitan city in Indonesia. The data was collected by using questionnaire enclosed with the statement that based on the likert-scale. The respondent were all woman who are in the area of Jakarta with 350 respondents. Factor analysis and multiple regression were conducted to test the research hypothesis. The result indicated that personality factors were significant predictors of consumers’ attitude to purchase cosmetic counterfeit products, while consumers’ attitude towards counterfeit products were not influence to dependent variable. Collectivism and status consumption had directly significant influence purchase intention. This research understanding female consumer purchasing intention directly related to social and personality factors. Meanwhile, the personality factors as an important role to lead consumers’ attitude of counterfeits/purchase. The main findings suggest that Jakarta’ consumers are willing to purchase counterfeits is a real issue to be solved. However, further research with bigger sample sizes and broader geographical scopes are needed to clarify these findings.