In 20 I0, Louis Vuitton ranked 5 by number of counterfeit cases with value generated increasing from $79 million to $136 million in 2011. However, these consumers are willingly doing the transaction. The legal representative of Louis Vuitton in Indonesia started to concern about the possibilities that counterfeit could do towards the brand equity of Louis Vuitton brand.
This research is made with several purposes which are to analyze whether if Consumer-Based Brand Equity, Price Consciousness and Theory of Planned Behavior has any elements that might impact consumer decision to purchase and use Counterfeit Luxury-Branded Products.
Simple Random Sampling is chosen as the sampling method in this research. To participate in doing the survey, the respondent at least have bought a counterfeit Louis Vuitton product in the past. There are 114 valid responses collected by the researcher which are processed further with multiple linear regression. It is found that there are 5 factors found to be significant towards the purchasing decision of counterfeit Louis Vuitton product which are brand awareness, brand association, brand loyalty, attitude and subjective noun.

Creator(s)

• (34412058) KELVIN HALIM

Contributor(s)

• Tessa Vanina Soetanto → Advisor 1
• Lianto, S.E., MFM. → Examination Committee 1

Publisher

Universitas Kristen Petra; 2016

Language

Indonesian

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 34010233lMANl2016; Kelvin Halim (34412058)

Subject(s)

• CONSUMERS BEHAVIOR
• CONSUMERS PREFERENCES
• MOTIVATION RESEARCH (MARKETING)

File(s)

• jiunkpe-is-s1-2016-34412058-36911-counterfeit-cover.pdf
• jiunkpe-is-s1-2016-34412058-36911-counterfeit-abstract_toc.pdf