The determinants factor of buying online fake products: From UMK'S student experience

This research is to examine the determinants factor influencing customers in buying online fake products and which factors are the main factors influencing the customers among university students specifically UMK City Campus’ students when making a decision to purchase online fake products. Quantitative research approach has been adapted in this research by distributing online questionnaires to 235 university students aged between 18 years old and above who possess experience in online purchases. With this background information, it is noteworthy to observe how the Theory of Planned Behavior (TPB) could help identify the factors responsible for influencing the behavioral intentions of a consumer towards purchasing counterfeit products. A statistical package for social science (SPSS) 26 is used to analyze the data obtained. The results revealed that brand, price, and attitude factors have a positive and significant relationship on buying online fake products. The brand factor has the strongest relationship in influencing customers in buying online fake products. Plus, the price factor also got the highest percent between the respondents as the main factor in influencing them in buying fake products. Apart from that, the findings are useful to many people such as online marketers and the Ministry of Domestic Trade and Consumer Affairs (KPDNHEP). It is because from this study, online marketers will be provided with a better understanding of online purchase intentions which enable them to direct effective online marketing strategies especially students, who can use them to investigate the ethical purchasing behavior of students with regards to purchasing counterfeit merchandise. For KPDNHEP, this research helps them to know and concern more about the factors that customers have chosen as the main reason why they choose fake products over original products, so with this data they can do something to avoid this thing from getting serious in the future. Last but not least, recommendations for future research have been provided at the end of this research.