FAKTOR FAKTOR YANG MEMPENGARUHI MINAT BELI KEMBALI KONSUMEN TERHADAP PRODUK TIRUAN DI KOTA PALEMBANG

The current phenomenon shows that the increase of Indonesian consumers is marked by the many founding centers and the behavior of Indonesian consumers who adore products with foreign brands or well-known brands. This study aims to identify and find out what influences can influence consumer interest in buying imitation products. This study uses quantitative methods, population in the city of Palembang and obtained a sample of 80 consumers. The analytical method used is multiple linear analysis. The analysis shows that value awareness and information vulnerability have an influence on interest in buying counterfeit products, and simultaneously all variables namely value awareness, integrity, novelty seeking, self satisfaction, consumption status, information vulnerability and normative vulnerability influence the interest in buying imitation products. Information vulnerability has the most significant influence on how to buy counterfeit products. Keywords: Value consciousness, Integrity, Novelty seeking, Personal Gratification, Consumption Status, Normative susceptibility, Information Susceptibilit, Repurchase Intention, Counterfeit Product