INVESTIGASI ATAS PERILAKU KONSUMEN MUSIK INDONESIA DALAM MENGGUNAKAN PRODUK MUSIK BAJAKAN
ABSTRACT: The increasing
adoption of pirated music products intesifies the needs to understand factors
influecing consumers to buy pirated music products. This study examines the
impact of attribute satisfaction, singer idolization, prosecution risk, social
consensus, maginitude of consequences, and proximity on consumer attitude
toward pirated music products and their intention to buy the products. Data was
collected through online survey distributed on Facebook involving pirated music
product consumers. Findings suggest that attribute satisfaction, maginitude of
consequences, and proximity affect attitude toward the pirated music products,
while attribute satisfaction, prosecution risk, social consensus, and
maginitude of consequences influence consumer intention to buy pirated
products. Research contributions and implications are discussed.
Kata Kunci: kepuasan, risiko, konsensus sosial, sikap, niat konsumen,
online marketing
Penulis: Sony Kusumasondjaja,
Nazar Karami
Kode Jurnal: jpmanajemendd131228
