ANALISIS PENGARUH PERILAKU MASA LALU, SIKAP TERHADAP PEMBELIAN PRODUK TIRUAN, DAN KARAKTERISTIK INDIVIDU TERHADAP INTENSI PEMBELIAN KAOS BOLA ASLI DAN TIRUAN: STUDI PADA KONSUMEN MUDA SURABAYA

The existence of counterfeit apparel product pose a serious threat to the manufacturers of original apparel product and especially for the world economy. In this case, soccer jersey chosen as the object for this research that will represent the apparel product. This research aims to examine the factors that can influence the purchase intention of original and counterfeit soccer jersey which consists of three groups of variables: past behavior (past purchases of counterfeits and originals), attitudes toward buying counterfeits (by economic and hedonic benefits), and individual characteristics (materialism, perception of future social status, and self-image). Based on data obtained from 125 young consumers in Surabaya through a questionnaire, the results show that all the variables mentioned above were not determinants factor that affects the purchase intention of original and counterfeit soccer jersey and that purchase intention of counterfeit soccer jersey was not significantly negative related to purchase intention of original soccer jersey but otherwise purchase intention of original soccer jersey was significantly positive related to purchase intention of counterfeit soccer jersey. Keywords: original, counterfeit, soccer jersey, past behavior, attitudes toward buying counterfeits, individual characteristics, purchase intention, young consumers in Surabaya