Pengaruh Persepsi Produk Crocs Palsu (Counterfeited Product) Terhadap Persepsi Reputasi Crocs Asli Dan Bagaimana Preferensi Konsumen Terhadap Keduanya

Abstract

As we know, many consumers are interested in counterfeited product because of its low price and similar look with the originals. This research reveals the influences of counterfeited product on brand reputation. Moreover, it also analyses the reasons of the consumers for having counterfeited product instead of using the original one. The object of this research was Crocs product. 100 respondents were asked to participate to fill out the questionaires in order to answer the first research question (the influence of counterfeited product to brand reputation). Then the data were analysed using the simple linier regression analysis. While to answer the second question, the qualitative method was used on 10 respondents. The result of this research shows that counterfeited product significantly affects to the brand reputation of Crocs. While the consumers preference to both of the original and counterfeited products is influenced by several factors; consumers who purchased the original products had some reasons such as : prestige, experiences, family, comfort, durability, and health for having this product. Whereas, those buying the counterfeited products came up with some reasons such as : the low price, reference group, the easy accessibility, the variant of colours, and comfort.