Pengambilan Keputusan Dalam Menggunakan Produk Bermerek Original Atau Replika

In Indonesia, the counterfeit branded goods are frequently traded. People prefer counterfeit goods to support their style and fashion. The Existence of counterfeit goods clearly going to give an impact to the society, also give the original goods producer a significant loss. This research aimed to determine the factors which trigger the decision making in the usage of original goods and the counterfeit goods. This research use survey method with 203 participants from Psychology Faculty of Muhammadiyah University of Surakarta. In this research, data were gathered with open questionnaire. Meanwhile the data were analyzed with data editing, coding, procoding, keywords finding, main theme findings, categorization, percentage, and describing categorization and research discussion result. The research's results shows that 8% participant use counterfeit goods, 52% use original and counterfeit goods. Factors which are triggering the decision making process of UMS’s Psychology Faculty Students in using Original Goods consist of internal factors (Comfort, Self-Esteem, Favor, Respect for the Brand, Forced to receive the product, and needs) and External Factors (Low Price, Product Similarity, Accessibility, Gift, and Fragile Products). Based on the research result and summary, there is a suggestion for the government to take a firm action to the distribution of the counterfeit goods with considering all the reasons behind which explained in this research