Keywords
norma subyektif
self-regulatory efficacy
idolatry
peer preference
minat beli
pembelian aktual produk counterfeit
How to Cite
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh moral judgment terhadap minat beli produk counterfeit, pengaruh norma subyektif terhadap minat beli produk counterfeit, pengaruh self-regulatory efficacy terhadap minat beli produk counterfeit, pengaruh idolatry terhadap minat beli produk counterfeit, pengaruh peer preference terhadap minat beli produk counterfeit dan pengaruh minat beli terhadap pembelian aktual produk counterfeit. Dalam penelitian ini populasinya adalah semua mahasiwa Universitas Islam Indonesia dengan sampel yang diambil sebesar 190 responden. Metode analisis data menggunakan SEM. Hasil penelitian ini membuktikan bahwa moral judgment berpengaruh negatif dan signifikan terhadap minat pembelian produk counterfeit, sementara norma subyektif, self-regulatory efficacy, idolatry, dan peer preference berpengaruh positif dan signifikan terhadap minat pembelian produk counterfeit.
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