[ABSTRAK
Studi ini mempelajari niat membeli produk resmi pada penggemar serta perankegemaran itu sendiri sebagai moderator antara niat membeli produk umum danspesifik (terkait kegemaran), ditengah maraknya pembajakan dan tantanganseperti perbedaan budaya khususnya untuk produk luar. Model TPB (Theory ofPlanned Behavior) yang diajukan Ajzen (1991) digunakan dalam menjelaskankecenderungan tingkah laku ini. Studi dilakukan pada beberapa komunitaspenggemar budaya pop Jepang (anime-manga) lewat kuesioner fisik dan online,menunjukkan TPB dapat menjelaskan niat membeli produk resmi namunkegemaran tidak memoderasi kekuatan hubungan antara niat membeli produkresmi dan umum.ABSTRACT
Theory of planned behavior (TPB) model (Ajzen, 1991) was used in present studyto examine the intention to purchase official goods in fans and the role of fan(liking) itself as moderator between intention to buy general and specific goods(related to liking), regardless of digital piracy and challenges in purchasingforeign goods. Research was conducted through paper-and-pencil and onlinequestionnaire to Japanese pop culture fans, especially anime-manga, suggestedthat TPB could explain the intention to purchase official goods but liking failed tomoderate the relationship between general and specific intention to purchaseofficial goods., Theory of planned behavior (TPB) model (Ajzen, 1991) was used in present studyto examine the intention to purchase official goods in fans and the role of fan(liking) itself as moderator between intention to buy general and specific goods(related to liking), regardless of digital piracy and challenges in purchasingforeign goods. Research was conducted through paper-and-pencil and onlinequestionnaire to Japanese pop culture fans, especially anime-manga, suggestedthat TPB could explain the intention to purchase official goods but liking failed tomoderate the relationship between general and specific intention to purchaseofficial goods.]