Jebakan hedonik Indonesia: Eksplorasi sikap konsumen dan risiko hukum dalam pembelian produk mewah palsu

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Diterbitkan: Nov 1, 2026
DOI: https://doi.org/10.28932/jmm.v26i1.15247
Kata Kunci:
consumer behavior, counterfeit consumption, hedonism, legal risk hedonism, konsumsi palsu, perilaku konsumen, risiko hukum

Isi Artikel Utama

Risca Kurnia Sari
Department of Entrepreneurship, Binus Business School, Universitas Bina Nusantara
Satria Putra Utama
Department of Management, Faculty of Economics, Universitas Islam Malang

Abstrak

Studi ini mengkaji hubungan antara hedonisme, persepsi risiko hukum, dan sikap konsumen terhadap produk fashion mewah palsu. Dengan menggunakan analisis structural equation modelling (SEM), data dikumpulkan dari 385 orang responden di Jawa Timur, Indonesia melalui multistage sampling, dengan fokus pada individu dengan pembelian produk palsu sebelumnya. Hasil temuan menunjukkan bahwa hedonisme secara positif berpengaruh terhadap sikap konsumen dan niat membeli terhadap produk mewah palsu. Namun, persepsi risiko hukum memoderasi hubungan ini, secara signifikan mengurangi niat pembelian di antara konsumen yang menghindari risiko hukum bila melakukan pembelian produk palsu. Studi ini mengintegrasikan kerangka kerja psikologis (hedonisme) dan hukum (persepsi risiko), memberikan pemahaman multidimensi tentang konsumsi produk palsu. Penelitian di masa depan harus mengeksplorasi faktor psikologis dan sosial-ekonomi tambahan yang memengaruhi pembelian palsu. Pembuat kebijakan dan pemilik merek dapat menggunakan temuan ini untuk merancang program edukasi konsumen yang efektif dan strategi penegakan hukum untuk mengurangi konsumsi palsu.

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Cara Mengutip
Sari, R. K., & Utama, S. P. (2026). Jebakan hedonik Indonesia: Eksplorasi sikap konsumen dan risiko hukum dalam pembelian produk mewah palsu. Jurnal Manajemen Maranatha, 26(1), 1–16. https://doi.org/10.28932/jmm.v26i1.15247
Terbitan
Vol 26 No 1 (2026): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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