Analisis Faktor-faktor Yang Mendorong Minat Beli Produk Imitasi Sepatu Vans Di Indonesia

Erfakhri Fathurrahman, Marheni Eka Saputri

Abstract

Abstrak Sepatu – sepatu bermerek yang beredar luas dipasaran industri di Indonesia sekarang ini berasal baik dari luar negeri maupun dalam negeri. Akan tetapi, dengan tingkatan harga yang tinggi, tidak semua orang mampu membeli produk dari brand mewah tersebut, hal ini yang melatar belakangi maraknya produk palsu di Indonesia. Tingginya minat konsumen terhadap brand mewah seringkali berbenturan dengan kemampuan finansial, sehingga bagi individu yang tetap ingin mengasosiasikan dirinya terhadap produk mewah, produk kw menjadi alternatif. Produk yang melanggar merek dagang, pelanggaran hak cipta, peniruan kemasan, label dan merek merupakan bagian dari pemalsuan. Produk palsu atau produk tiruan ataupun yang sering dikenal dengan produk kw di Indonesia kerap menjadi permasalahan yang masih belum dapat diselesaikan secara tuntas. Perlu diketahui istilah produk kw merupakan sebuah istilah yang menunjukkan bahwa barang tersebut adalah barang palsu. Maraknya penjualan dan pembelian akan produk tiruan di Indonesia masih menjadi kasus yang menarik untuk diteliti lebih lanjut maka dari itu penelitian ini perlu dilakukan untuk mengidentifikasi mengapa konsumen di Indonesia masih senang mengkonsumsi produk tiruan dibanding membeli produk aslinya. Padahal masyarakat tau bahwa barang tersebut adalah barang yang ilegal belum lagi kualitas yang rendah. Tujuan penelitian ini adalah mengetahui dan menganalisis minat beli konsumen terhadap produk imitasi sepatu Vans di Indonesia, faktor-faktor yang mendorong minat beli produk imitasi sepatu Vans di Indonesia & faktor-faktor dominan yang mendorong minat beli produk imitasi sepatu Vans di Indonesia. Metode yang digunakan adalah kuantitatif dengan analisis data menggunakan analisis deskriptif dan analisis faktor. Responden penelitian ini konsumen yang pernah melakukan pembelian produk sepatu imitasi Vans di Indonesia. Sampel sebanyak 100 responden yang diperoleh menggunakan teknik sampling purposive sampling. Berdasarkan analisis hasil penelitian dan pembahasan yang telah diuraikan mengenai faktor minat beli, dapat diperoleh presentase sebesar 69.6%. Dan hasil analisis faktor menunjukkan bahwa dari 12 faktor, terbentuk 3 komponen faktor baru yaitu komponen faktor 1 yang terdiri dari (citra merek, gaya hidup, pengetahuan produk, kualitas produk, hedonic benefits & economic benefits). Komponen faktor 2 yang terdiri dari (harga, religiosity, materialsm & past-experince). Komponen faktor 3 yang terdiri dari (ethical concern & attitude toward lawfulness). Penelitian ini menyimpulkan bahwa faktor minat beli diperoleh presentase sebesar 69.6%. Hal ini berarti menunjukan faktor minat beli konsumen yang pernah membeli sepatu imitasi Vans di Indonesia berada pada kategori baik. Faktor-faktor yang mendorong minat beli produk imitasi sepatu Vans di Indonesia adalah harga 71,4%, citra merek 59,7%, gaya hidup 65,3%, pengetahuan produk 64,6%, kualitas produk 59,1%, religiosity 64,2%, ethical concern 85,5%, attitude toward lawfulness 81,5%, hedonic benefits 76%, materialsm 75,2%, economic benefits 58,6%, past-experince 71%. Dan faktor dominan yang mempengaruhi minat beli dalam pembelian sepatu imitasi Vans di Indonesia adalah faktor 1 citra merek. Kata Kunci: minat beli, harga, citra merek, gaya hidup, pengetahuan produk, kualitas produk, religiosity, ethical concern, attitude toward lawfulness, hedonic benefits, materialsm, economic benefits, pastexperince. ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.3 Desember 2019 | Page 5929 Abstract Branded shoes that are widely circulated in the industrial market in Indonesia today come from both foreign and domestic. However, with a high price level, not everyone can afford to buy products from these luxury brands, this is the background of the rise of counterfeit products in Indonesia. The high consumer interest in luxury brands often clashes with financial capabilities, so for individuals who still want to associate themselves with luxury products, your products are an alternative. Products that violate trademarks, copyright infringement, imitation packaging, labels and brands are part of counterfeiting. Counterfeit products or counterfeit products or often known as kw products in Indonesia are often problems that still cannot be completely resolved. Keep in mind the term product is a term that indicates that the goods are counterfeit goods. The rise of sales and purchases of counterfeit products in Indonesia is still an interesting case for further research and therefore this research needs to be done to identify why consumers in Indonesia are still happy to consume counterfeit products compared to buying the original product. Though the public knows that the goods are illegal goods not to mention low quality. The purpose of this study is to determine and analyze consumer buying interest in imitation Vans shoes products in Indonesia, the factors that encourage the interest in buying imitation Vans shoes products in Indonesia & the dominant factors that encourage interest in buying imitation Vans shoes products in Indonesia. The method used is quantitative with data analysis using descriptive analysis and factor analysis. The respondents of this study are consumers who have made a purchase of imitation Vans shoes in Indonesia. A sample of 100 respondents were obtained using a purposive sampling technique. Based on the analysis of the results of the research and discussion that has been described regarding the buying interest factors, a percentage of 69.6% can be obtained. And the results of factor analysis show that out of 12 factors, 3 new factor components are formed, namely factor 1 component consisting of (brand image, lifestyle, product knowledge, product quality, hedonic benefits & economic benefits). The factor 2 component consists of (price, religiosity, materialsm & past-experince). Component factor 3 consists of (ethical concern & attitude toward lawfulness). This study concluded that the buying interest factor obtained a percentage of 69.6%. This means that it shows the buying interest of consumers who have bought imitation Vans shoes in Indonesia in the good category. Factors driving the interest in buying imitation Vans shoes in Indonesia are price 71.4%, brand image 59.7%, lifestyle 65.3%, product knowledge 64.6%, product quality 59.1%, religiosity 64 , 2%, ethical concern 85.5%, attitude toward lawfulness 81.5%, hedonic benefits 76%, materialsm 75.2%, economic benefits 58.6%, past-experience 71%. And the dominant factor influencing buying interest in purchasing imitation Vans shoes in Indonesia is factor 1 brand image. Keywords: buying interest, price, brand image, lifestyle, product knowledge, product quality, religiosity, ethical concern, attitude toward lawfulness, hedonic benefits, materialsm, economic benefits, past-experince

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