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"Fashion merupakan bagian penting dari kehidupan sehari-hari yang mencerminkan kepribadian dan cita-cita seseorang. Di tengah tren fashion global yang cepat berganti, perusahaan fashion perlu beradaptasi, sehingga fenomena fast fashion muncul. Fast fashion telah menjadi gaya hidup bagi Generasi Z dan mereka mengkonsumsi produk fast fashion untuk mengikuti tren saat ini. Dalam penelitian ini dilakukan survey untuk mengetahui faktor yang mempengaruhi perilaku konsumen Generasi Z menggunakan metode multiple linear regression serta korelasinya dengan teori permintaan konsumen. Hasil yang diperoleh dari penelitian ini menyatakan bahwa faktor yang mempengaruhi purchase intention produk fast fashion adalah faktor fashion consciousness, self-ambiguity, dan ethical judgement.

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Fashion is an important part of everyday life that reflects one's personality and ideals. In the midst of rapidly changing global fashion trends, fashion companies need to adapt, so that the fast fashion phenomenon emerges. Fast fashion has become a lifestyle for Generation Z and they consume fast fashion products to keep up with current trends. In this study, a survey was conducted to determine the factors that influence the consumer behavior of Generation Z using the multiple linear regression method and their correlation with consumer demand theory. The results obtained from this study state that the factors that influence the purchase intention of fast fashion products are fashion consciousness, self-ambiguity, and ethical judgment."

"Penelitian ini bertujuan untuk mengkaji perilaku konsumsi penggemar atas brand kecantikan lokal yang menggandeng brand ambassador K-Pop. Studi terdahulu seputar konsumsi penggemar dan relasi idola-penggemar telah dikaji dengan mengukur pengaruhnya terhadap perilaku konsumsi serta dianalisis menggunakan konsep consumer society, hiperrealitas, dan representasi identitas. Namun, studi terdahulu belum banyak membahas perilaku konsumsi penggemar yang spesifik terkait konsumsinya atas brand kecantikan lokal yang menggandeng brand ambassador K-Pop menggunakan ketiga teori tersebut secara bersamaan. Oleh karena itu, penelitian ini berusaha menjawab terkait bagaimana perilaku konsumsi penggemar atas brand kecantikan lokal yang menggunakan brand ambassador K-Pop menggunakan ketiga teori tersebut dengan pendekatan kualitatif dan studi kasus kolaborasi Somethinc x NCT Dream. Hasil penelitian ini menunjukkan bahwa konsumsi penggemar atas produk kolaborasi Somethinc x NCT Dream didasarkan atas konsumsinya terhadap tanda yang ditawarkan dan melekat pada kolaborasi tersebut, yakni NCT Dream sebagai brand ambassador beserta atribut kolaborasi lainnnya (hadiah photocard dan kode unik) dan penggunaan ‘konsep melokal’. Perilaku konsumsi penggemar atas kolaborasi ini menjadi wujud hiperrealitas yang meliputi proses simulasi hingga simulacra dengan adanya kedekatan semu yang dipertontonkan dan dikonsumsi penggemar. Berdasarkan hal itu, hasil penelitian ini melihat bahwa perilaku konsumsi penggemar melibatkan relasi penggemar dan idolanya sehingga mendorong konsumsi penggemar sebagai bentuk loyalitas dan dukungan mereka terhadap idola. Hal ini kemudian menjadi wujud hiperrealitas karena penggemar sulit mengidentifikasi kebenaran terkait kebutuhan mereka dan hubungannya dengan idola. Selain itu, perilaku konsumsi penggemar atas produk kolaborasi Somethinc x NCT Dream juga dapat merepresentasikan identitas penggemar (NCTzen) sekaligus menjadi motif konsumsi itu sendiri melalui interaksinya dan pertukaran tanda dengan sesama kelompok penggemar atau lainnya.

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The aim of this study is that to examine fan consumption behavior of local beauty brands which collaborate with K-Pop brand ambassadors. Furthermore, previous research on fan consumption and idol-fan relations had been studied by measuring its influence on consumption behavior and it was analyzed by using the concepts of consumer society, hyperreality, and identity representation. However, they have not discussed the fan consumption behavior specifically related to their consumption of local beauty brands which collaborates with K-Pop brand ambassadors by using these theories simultaneously. Therefore, this study intends to answer how fan consumption behavior of local beauty brands which collaborate with K-Pop brand ambassadors by using these theories with a qualitative approach and the Somethinc x NCT Dream collaboration case study. The result of this study shows that fan consumption of the Something X NCT Dream collaboration product is based on their consumption of the sign which is offered and attached to the collaboration that is NCT Dream as the brand ambassador along with other collaboration attributes (photocard benefit and unique codes) and the use of ‘local concepts’. Moreover, the fan consumption behavior of this collaboration become a form of hyperreality which includes a process of simulation to simulacra with a pseudo-closeness which is presented and consumed by fans. Therefore, the results of this study show that fan consumption behavior involves the relationship between fans and their idols so that it can encourage fan consumption as a form of their loyalty and support for their idols. It becomes a form of hyperreality since fans find it difficult to identify the truth regards to their needs and their relationship with their idol. In addition, fan consumption behavior of Somethinc x NCT Dream collaboration product can represent fan identity (NCTzen) as well as a consumption motive through its interaction and exchange of signs with fellow fan groups or others."

"Retailer seperti department store cenderung menggunakan strategi sales promotion dengan memberikan potongan harga. Hal ini menyebabkan konsumen untuk belajar menunda pembelian dan lebih memilih untuk membayar tidak dengan harga penuh. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh dari strategi limited edition dalam kolaborasi retailer-brand pada perilaku konsumen seperti urgency to buy, willingness to pay price premium, dan intention to share advertisement berdasarkan karakteristik status consumption. Analisis kovarians dilakukan untuk menguji 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) dengan menggunakan desain eksperimen between-subject (n=277). Hasil penelitian menunjukkan bahwa urgency to buy, willingness to pay price premium, dan intention to share advertisement lebih tinggi pada pada partisipan yang memiliki karakteristik high-status consumption dan dengan kondisi strategi limited-edition pada kolaborasi yang dipersepsikan memiliki kecocokan yang tinggi. Penelitian ini memberikan kontribusi akademik mengenai perbedaan pengaruh strategi limited edition dalam kolaborasi retailer-brand dengan mempertimbangkan faktor karakteristik konsumen. Selain itu, penelitian ini juga memberikan implikasi manajerial berupa masukan dalam merancang strategi pemasaran dan menembangkan cara baru untuk meningkatkan kunjungan dan kinerja penjualan.

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Retailers such as department stores tend to use sales promotion by discounting items, which has caused the consumer to be less likely to pay at full price and learn to postpone their purchase. Therefore, this study aims at investigating the effects of status consumption and limited-edition strategy in a retailer-brand collaboration on consumer behaviours, i.e., the urgency to buy, willingness to pay a price premium, and sharing intention. Analysis of covariance was conducted to test a 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) between-subjects design (n=277). The result shows that the urgency to buy, willingness to pay a price premium, and sharing intention are favourable among the high-status consumption participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the influence of consumer characteristics on the effectiveness of brand alliances and limited-edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by considering the consumers’ characteristics and to develop new ways to increase in-store traffic by exciting consumers to make a purchase right away without marking the product on sale."

"Selama beberapa tahun terakhir, penelitian terkait dengan perilaku konsumen menjadi topik yang hangat. Salah satu yang menjadi perhatian penelitian dalam beberapa tahun terakhir adalah faktor yang dapat memengaruhi terbentuknya compulsive buying behavior. Dalam penelitian ini akan membahas faktor baik secara eksternal seperti materialisme, dan internal seperti mindset dan consumer anxiety. Penelitian ini mengambil sudut pandang kelompok penggema dari dua grup K-POP besar Super Junior (E.L.F) dan NCT (NCTzen) di Indonesia berusia dewasa muda, yang melakukan pembelian produk terkait K-POP dalam sebulan terakhir. Metode yang dilakukan untuk penelitian ini adalah Structural Equation Model (SEM). Hasil penemuan dari penelitian ini sendiri menunjukkan jika faktor eksternal seperti materialisme masih menjadi faktor terkuat terbentuknya compulsive buying behavior dengan faktor yang memengaruhi materialisme seperti celebrity endorsement, peer group, dan television advertisement. Selain itu terdapat penemuan jika mindset tidak dapat berpengaruh langsung terhadap compulsive buying behavior.

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Several studies have been conducted in recent years to investigate consumer behavior. One of the research topics that researchers are interested in is the factors that can influence the development of compulsive buying behavior. This study will look at external factors like materialism as well as internal factors like mindset and consumer anxiety. This study focuses on fans of the two major K-POP groups Super Junior (E.L.F) and NCT (NCTzen) in Indonesia, as well as young people who purchased K-POP-related merchandise in the previous month. This study was carried out using the Structural Equation Model (SEM). According to the findings of this study, external factors such as materialism, as well as variables that influence materialism such as celebrity endorsements, peer groups, and television advertisement, are still the most significant indicators in the establishment of compulsive buying behavior. Furthermore, it was discovered that mindset has no direct influence on compulsive buying behavior."

"[Tujuan penelitian ini adalah untuk menganalisis apakah terdapat perbedaan yang signifikan pada pengalaman belanja konsumen yang terdiri dari perasaan positif, orientasi hedonis, dan orientasi utilitarian, berdasarkan tipe teman belanja dan level mall identification yang berbeda dengan menggunakan MANOVA. Penelitian ini dilakukan di lima mal menengah ke atas di DKI Jakarta yang dipilih berdasarkan banyaknya pengunjung, yakni Mal Kelapa Gading, Gandaria City, Central Park, Grand Indonesia, dan Kota Kasablanka (Supriadi, 2014). Sampel penelitian ini berjumlah 150 orang. Data penelitian ini diadaptasi dari kuisioner pengalaman belanja berdasarkan tipe-tipe teman belanja dan level mall identification oleh Borges, Chebat, dan Babin (2010). Hasil penelitian ini menemukan bahwa level mall identification yang berbeda menghasilkan perbedaan yang signifikan pada perasaan positif dan orientasi hedonis. Level mall identification yang berbeda tidak menghasilkan perbedaan yang signifikan pada orientasi utilitarian, serta tipe-tipe teman belanja tidak menghasilkan perbedaanyang signifikan pula pada orientasi utilitarian, orientasi hedonis, dan perasaan positif.

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The aim of this study is to analyze whether there is significant difference in consumer shopping behavior consisted of positive affect, hedonic orientation, and

utilitarian orientation, based on different shopping companion type and level of mall identification using MANOVA. The sample of this research took place at five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall, Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected from the amount of visitors (Supriadi, 2014). The total samples of this research

are 150 people. The data of this research is adapted from shopping experience questionnaire based on types of shopping companion and levels of mall identification (Borges, Chebat, & Babin, 2010). This research found that different levels of mall identification have significant differences in positive affect and hedonic orientation. Different levels of mall identification do not generate

significant differences in utilitarian orientation, while different types of shopping companion do not generate significant differences as well in utilitarian orientation, hedonic orientation, and positive affect.;The aim of this study is to analyze whether there is significant difference in

consumer shopping behavior consisted of positive affect, hedonic orientation, and

utilitarian orientation, based on different shopping companion type and level of

mall identification using MANOVA. The sample of this research took place at

five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall,

Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected

from the amount of visitors (Supriadi, 2014). The total samples of this research

are 150 people. The data of this research is adapted from shopping experience

questionnaire based on types of shopping companion and levels of mall

identification (Borges, Chebat, & Babin, 2010). This research found that different

levels of mall identification have significant differences in positive affect and

hedonic orientation. Different levels of mall identification do not generate

significant differences in utilitarian orientation, while different types of shopping

companion do not generate significant differences as well in utilitarian

orientation, hedonic orientation, and positive affect., The aim of this study is to analyze whether there is significant difference in

consumer shopping behavior consisted of positive affect, hedonic orientation, and

utilitarian orientation, based on different shopping companion type and level of

mall identification using MANOVA. The sample of this research took place at

five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall,

Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected

from the amount of visitors (Supriadi, 2014). The total samples of this research

are 150 people. The data of this research is adapted from shopping experience

questionnaire based on types of shopping companion and levels of mall

identification (Borges, Chebat, & Babin, 2010). This research found that different

levels of mall identification have significant differences in positive affect and

hedonic orientation. Different levels of mall identification do not generate

significant differences in utilitarian orientation, while different types of shopping

companion do not generate significant differences as well in utilitarian

orientation, hedonic orientation, and positive affect.]"

"ABSTRAKDi Indonesia, konsumen dapat memilih untuk mengkonsumsi jenis bensin bekualitas tinggi (Pertamax), berkualitas menengah dan berkualitas rendah (Premium) sesuai dengan preferensinya.  Preferensi tersebut kadangkala dipengaruhi oleh selisih harga antar kualitas tersebut. Perpindahan preferensi konsumsi  bensin ke kualitas yang lebih tinggi yang dipengaruhi oleh penuruhan harga relatif dapat menimbulkan fenomena A-A. Penelitian ini bertujuan untuk mengetahui perilaku  konsumen dalam mengkonsumsi bensin sebelum dan sesudah adanya Pertalite serta nilai elastisitas yang memaksimalkan fenomena A-A. Metode estimasi yang digunakan regresi data panel OLS dan Fixed Effect, Hasil regresi membuktikan terdapat fenomena A-A pada pangsa pasar di Indonesia sebelum dan sesudah adanya Pertalite. Hal ini mengindikasikan bahwa selisih harga relatif bensin berkualitas tinggi terhadan bensin berkualitas rendah berdampak negatif pada konsumsi relatif bensin berkualitas tinggi terhadap rendah. Sebelum adanya Pertalite, konsumen tetap melakukan perpindahan preferensi dari bensin kualitas rendah ke tinggi ketika terjadi penurunan selisih harga relatif walaupun dalam jeda 2 dan 3 bulan. Setelah adanya Pertalite, konsumen tidak cepat melakukan perpindahan preferensi dari Premium ke Pertalite ketika terjadi penurunan harga relatif. Konsumen masih tetap menggunakan Premium daripada Pertalite sehingga fenomena A-A tidak terjadi pada pola konsumsi bensin kelas rendah dan menengah ini. Namun, konsumsi relatif  Pertamax terhadap Pertalite mengalami peningkatan ketika terjadi penurunan harga relatif diantaranya sehingga menimbulkan fenomena A-A.

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ABSTRACT

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In Indonesia, consumers can choose to consume high quality (Pertamax), high-quality and low-quality (Premium) gasoline in accordance with their preference. This preference is sometimes influenced by the price difference between these qualities. Moving the preferences of gasoline consumption to a higher quality that is affected by the relative price decay can lead to the A-A phenomenon. This study aims to determine consumer behavior in consuming gasoline before and after the existence of Pertalite and elasticity value that maximize the phenomenon of A-A. The estimation method used OLS and Fixed Effect panel data regression, Regression result proves that there is A-A phenomenon in market share in Indonesia before and after Pertalite. This indicates that the relatively high price difference between high quality gasoline and low quality gasoline has a negative impact on the relative consumption of high quality gasoline to low. Prior to Pertalite, consumers continued to move preference from low to high quality gasoline when there was a decrease in the relative price difference even in the 2 and 3 month intervals. After the existence of Pertalite, consumers are not quick to transfer preferences from Premium to Pertalite when there is a relative price decline. Consumers are still using Premium rather than Pertalite so that the A-A phenomenon does not occur in this low and middle grade gasoline consumption pattern. However, Pertamax's relative consumption of Pertalite has increased when there is a relative price decline among others that has resulted in the A-A phenomenon."

"ABSTRACTThis purpose of this research is to determine the effect of the seven Shopping Dimensions identified by Bloch et al 1994 on consumers rsquo motives for visiting and shopping at malls specifically in Supermal Karawaci, while simultaneously study the strategies needed for Supermal Karawaci to compete with its competitors in terms of consumer behavior and how it gives them a competitive advantage over other malls. The multiple regression statistical technique for data analysis is used in this research to determine the significance of 1 Aesthetics dimension 2 convenience dimension 3 escape dimension 4 exploration dimension 5 role enactment dimension 6 flow dimension and 7 social dimension towards the consumers rsquo motivation for shopping at malls specifically at Supermal Karawaci. A structured questionnaire was distributed to the consumers of Supermal Karawaci, with a total of 200 respondents based on the sample size calculated through non probability purposive sampling. This research found all of the seven dimensions are positively related to consumers rsquo motivation to shop, indicating that all hypotheses were accepted, with escape dimension being the strongest motivator amongst the others. A cluster analysis showed that the respondents could generally be clustered into 3 groups 1 moderately motivated respondents, 2 highly motivated respondents and 3 lowly motivated respondents. This research, however, was limited to Supermal Karawaci only, with a non probability sampling method that may predispose the results to selection bias. In addition, the sample frame of 200 respondents does not sufficiently represent the consumers of shopping malls in general.

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ABSTRAKTujuan penelitian ini adalah untuk mengetahui pengaruh dari ketujuh dimensi belanja yang diidentifikasi oleh Bloch et al 1994 tentang motif konsumen untuk berkunjung dan berbelanja di mal khususnya di Supermal Karawaci, sambil mempelajari strategi yang dibutuhkan Supermal Karawaci untuk bersaing dengan para pesaingnya dalam hal perilaku konsumen dan bagaimana hal itu memberi mereka keunggulan kompetitif atas mal lain. Teknik statistik regresi berganda untuk analisis data digunakan dalam penelitian ini untuk menentukan signifikansi: 1 Dimensi estetika; 2 dimensi kenyamanan; 3 dimensi Escape; 4 dimensi eksplorasi; 5 dimensi Role Enactment; 6 dimensi Flow; dan 7 dimensi sosial terhadap motivasi konsumen untuk berbelanja di mal khususnya di Supermal Karawaci. Kuesioner terstruktur disebarkan kepada konsumen Supermal Karawaci, dengan total 200 responden berdasarkan jumlah sampel populasi penelitian yang dihitung menggunakan teknik sampling purposive sampling non-probabilitas . Hasil dari penelitian ini menunjukkan bahwa ketujuh dimensi belanja memiliki pengaruh positif terhadap motivasi konsumen dalam berbelanja, dengan dimensi escape sebagai dimensi yang memiliki pengaruh paling tinggi diantara dimensi-dimensi lain. Analisis cluster yang dilakukan menunjukkan bahwa responden penelitian dapat di kelompokkan menjadi 3 kelompok; 1 cukup termotivasi, 2 sangat termotivasi dan 3 kurang termotivasi. Beberapa hal yang menjadi kekurangan dari penelitian ini adalah; penelitian ini hanya terbatas pada Supermal Karawaci saja, dengan penggunaan teknik sampling non-probabilitas yang dapat memberi kecenderungan terhadap selection bias. Selain itu, jumlah responden yang digunakan dalam penelitian ini tidak cukup untuk merepresentasikan konsumen pusat perbelanjaan secara general. "

"Adanya pandemi memaksa masyarakat untuk beradaptasi dengan banyak hal, salah satunya jual beli online. Produk fashion menjadi salah satu produk yang paling banyak dibeli secara online di Indonesia selama masa COVID-19. Namun, membeli produk secara online membutuhkan banyak pertimbangan karena konsumen tidak bisa menilai secara langsung produk yang akan dibeli. Penelitian ini bertujuan untuk menguji pengaruh information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, dan online brand familiarity terhadap online purchase behavior konsumen merek pakaian fashion lokal di Indonesia. Selain itu, penelitian ini juga ingin mengetahui pengaruh central route dan peripheral route terhadap information adoption. Sebanyak 283 responden yang pernah membeli produk pakaian fashion merek lokal melalui website selama masa COVID-19 berhasil dikumpulkan dan kemudian dianalisis menggunakan Smart Partial Least Square (SmartPLS). Hasil penelitian ini memvalidasi Elaboration Likelihood Model yang menunjukkan bahwa central route dan peripheral route memiliki hubungan positif dengan information adoption. Selain itu, information adoption mempengaruhi perilaku pembelian online dan dapat dimediasi oleh perceived e-WOM credibility. Selanjutnya, online brand experience memiliki pengaruh yang signifikan terhadap online purchase behavior dan dapat dimediasi oleh online brand familiarity. Terakhir, gender dan website design and layout tidak memiliki pengaruh yang signifikan sebagai variabel moderasi antara perceived e-WOM credibility dan online purchase behavior, dan antara online brand experience dan online purchase behavior.

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The existence of a pandemic forces people to adapt to many things, one of which is buying and selling online. Fashion products are one of the most purchased products online in Indonesia during the COVID-19 period. However, buying products online requires a lot of consideration since consumers cannot directly judge the products to be purchased. This study aims to examine the influence of information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, and online brand familiarity on consumer online purchase behavior of local fashion clothing brands in Indonesia. In addition, this study also intends to determine the influence of central route and peripheral route on information adoption. A total of 283 respondents who have experienced of purchasing local fashion clothing brand products through websites during COVID-19 period were successfully collected and then analyzed using the Smart Partial Least Square (SmartPLS). The results of this study validate Elaboration Likelihood Model, which show that central route and peripheral route have positive relationship with information adoption. In addition, information adoption influences online purchase behavior and can be mediated by perceived e-WOM credibility. Furthermore, online brand experience has a significant influence on online purchase behavior and can be mediated by online brand familiarity. Lastly, gender and website design and layout do not have any significant influence as moderating variables between perceived e-WOM credibility and online purchase behavior, and between online brand experience and online purchase behavior."

"Proses pembelian konsumen sangat bergantung pada nilai psikologis individu. Oleh karena itu, kemampuan untuk memahami keadaan internal konsumen akan membantu menentukan persepsi dan sikap konsumen terhadap produk yang disesuaikan. Penelitian ini bertujuan Menganalisis pengaruh customization terhadap Gen Z di Jakarta pada pembelian barang customized fashion, Menganalisis pengaruh social identity dan self-identity terhadap Gen Z dalam pembelian barang customized fashion serta Menganalisis peran psikologis dalam customization terhadap Gen Z di pembelian barang customized fashion. Metode yang digunakan pada penelitian ini adalah metode kuantitatif dengan penggunaan SEM, serta metode kuantitatif untuk membantu penulis mengerti pasar lebh dalam Hasil analisis data menunjukkan bahwa beberapa faktor internal oriented structure dan external oriented structure dalam ketertarikan pada dunia customized fashion sangat tergantung dengan bagaimana persepsi lingkungan sosial tentang perilaku orang tersebut.

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Consumer buying process is very dependent on the value of individual psychology. Therfore, the ability to understand the internal state of consumers will help consumers perceptions and attitudes towards customized products. This study aims to analyze the effect of customization on gen Z in Jakarta on the purchase of customized fashion goods, analyze the effect of social identity and self-identity on gen Z in purchasing customized fashion goods and analyze the psychology role in customization of gen Z in purchasing customized fashion goods. The method used in this study is quantitative with the SEM technique and qualitative method as the basis of market research. The results of the data analysis show that several internal oriented structure factors in the interest in the world of customized fashion are very dependent on hom the social environment perrceives the person’s behavior."

"ABSTRAKManga Scanlations dalam tahun-tahun terakhir ini telah menjadi momok dalam Industri Manga, Industri Manga bersikeras menyatakan penurunan penjualan Manga disebabkan oleh Manga Scanlations, sedangkan dilain pihak sebagian penggemar sangat vokal menyatakan dukungannya terhadap Manga Scanlations terutama disebabkan oleh Manga Scanlations berperan besar dalam Globalisasi Manga. Penelitian ini bertujuan untuk mencari tahu bagaimana hubungan dan pengaruh antara Consumer Attitude terhadap Manga Scanlations dan Purchase Intention Manga dengan pendekatan Model Attitude-Intention dengan melibatkan pertimbangan etikal dalam proses pembuatan keputusan konsumen. Hasil penemuan menunjukkan bahwa Attitude terhadap Manga Scanlations berpengaruh negatif terhadap Intensi Pembelian Manga.

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ABSTRACTManga Scanlations in recent years has been a scourge in Manga Industry. Manga Industry insists on declaring a decrease in Manga sales due to Manga Scanlations, while on the other hand, some fans are very vocal expressing their supIport for Manga Scanlations especially since Manga Scanlations playing a major role in Manga Globalization. This study aims to find out the relationship and influence between Consumer Attitude to Manga Scanlations and Manga Purchase Intention with Attitude Intention Model approach by involving ethical considerations in consumer decision making process. The findings show that Attitude to Manga Scanlations negatively affects the Manga Purchase Intention."