Rational Choice Penjual Dan Pembeli Dalam Perdagangan Barang Counterfeit Di Pasar Taman Puring, Jakarta

The term counterfeit goods appears in the use of the brand field which refers to certainactions in seeking profit by trading, either producing or selling counterfeit, imitation orcounterfeit goods. The labeling of counterfeit goods is taken from the way the goods areproduced, namely by counterfeiting (forgery). This research is descriptive qualitative whichexplains the factors and causes behind sellers and buyers trading counterfeit goods which areanalyzed with Rational Choice Theory which describes that criminals are seen as rational partiesin making decisions and actions, as well as when buyers choose rational choice in buyingcounterfeit goods. In Indonesia, the business of counterfeit goods is growing in line with thelifestyle of the people in general. The research was conducted at Taman Puring Market, SouthJakarta, which is the location of a large number of counterfeit goods trade. By obtaining datafrom several sources who are sellers and buyers of counterfeit goods, it is found that there aremany factors that influence the occurrence of counterfeit goods trade, namely, price factors,quality factors, trend factors, needs factors, place reference factors and self-awareness factors.There are also many causes that can be measured from the point of view of Rational ChoiceTheory, namely profit, means, control and punishment.Muncul istilah barang counterfeit dalam pemanfaatan bidang merek yang merujukkepada tindakan tertentu dalam mencari keuntungan dengan memperdagangkan baik itumemproduksi atau menjual barang hasil tiruan, imitasi atau palsu. Pelabelan barangcounterfeit diambil dari cara bagaimana barang tersebut diproduksi, yaitu dengan caracounterfeiting (pemalsuan). Penelitian ini bersifat kualitatif deskriptif yang menjelaskanfaktor-faktor serta sebab-sebab yang melatarbelakangi penjual dan pembeli melakukanperdagangan barang counterfeit yang dianalisa dengan Teori Rational Choice yangmendeskripsikan bahwa pelaku kejahatan dipandang sebagai pihak yang rasional dalammelakukan keputusan dan perbuatan, begitu juga ketika pembeli memilih pilihanrasionalnya dalam membeli barang-barang counterfeit. Di Indonesia, bisnis barangcounterfeit semakin berkembang seiring dengan gaya hidup masyarakat padaumumnya.Penelitian dilakukan di Pasar Taman Puring, Jakarta Selatan yang menjadilokasi banyaknya perdagangan barang counterfeit. Dengan memperoleh data daribeberapa narasumber yang menjadi penjual dan pembeli barang counterfeit didapatkandata bahwa banyak faktor yang mempengaruhi terjadinya perdangan barang counterfeityaitu, faktor harga, faktor kualitas, faktor trend, faktor kebutuhan, faktor referensi tempatdan faktor kesadaran diri. Juga banyak sebab-sebab yang dapat diukur dalam sudutpandang Teori Rational Choice yaitu keuntungan, sarana, kontrol dan hukuman