| dc.description.abstract | This study compared the use of consumer goods brand fashion genuine and
fake brands, therefore, taken 2 segments of the population that is considered to
represent the consumers of these two kinds of fashion items. Representing
population is Ciputra World Mall visitor segments to represent the middle to
upper economic level with the consideration that the Mall visitors are referred to
as the group that is identical to a high lifestyle. Meanwhile, to represent a
segment of middle and lower economic level, this study chose ITC Mall visitor
population. The data used are primary data taken from questionnaires by 240
respondents with 120 respondents to the proportion of each segment. Sampling
with accidental sampling technique. With the method of analysis used multiple
linear regression analysis with confirmatory approach, the results obtained
indicate that the 3 variables: interest, value and demograph has a great influence
on purchasing decisions original brand fashion products, while for the consumer
lower economic level buying decision got a great influence of the variable
activities , Interest and demograph . | en_US |
