|Title||Factor influencing purchase intention toward counterfeit products among Generation Z in Kuala Lumpur.|
|Authors/Creators||Aryo Theo Putra Sarno (TP052124)|
The changes in industry and consumer behavior are shown from the counterfeiting issue — counterfeit means to imitate something. Although counterfeit has a negative meaning, it is highly consumed. Therefore, the purpose of this research is to find out the effects of past experience, product appearance, product knowledge, and product involvement on purchase intention. Due to the unknown number of population, the sample determination using non-parametric statistics with the non-probability method of purposive sampling. A total of 185 questionnaires were distributed in Kuala Lumpur as the researcher focused on Generation Z. The scale of measurement used in the questionnaire is the Likert Scale.
Pearson correlation and multiple linear regression analysis are used to shows the effect for each variable and SPSS (Statistical Package for the Social Science) 24.0 for Windows as a tool to test the hypotheses in this research. The result of this research show past experience, product knowledge, and product involvement affect partially on the purchase intention toward the counterfeit product, but the product appearance is not. This study further suggests that the company should pay attention to past experience, product knowledge, and product involvement that can affect consumer purchase intention and decisions in buying counterfeit products.
|Supervisor||Tajuddin Abdul Rashid|
|Institution||Asia Pacific University of Technology and Innovation (APU)|
|School||Graduate School of Business|
|No. of pages||93|
|Refereed||Yes, this version has been refereed|
A thesis submitted in fulfillment of the requirement of Asia Pacific University of Technology and Innovation for the award of the degree of Master of Business Administration(Euro Asia Business) (UCMF1808EAMBA).
Past Experience ; Product appearance ; Product knowledge ; Product Involvement ; Purchase intention ; Young consumers ; Generation Z ; Product counterfeiting ; Consumer behavior ; Business ethics.
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