PENGARUH COUNTERFEIT RISK PERCEPTION DAN LUXURY BRAND PERCEPTION TERHADAP PURCHASE INTENTION TAS MEREK COACH

This study aims to examine the influence of counterfeit risk perception and luxury brand perception on specialty consumer goods purchase intention (Coach brand bags) through Instagram social media. As the threat of counterfeiting luxury products increases which can damage brand prestige and consumer trust, it is important to understand how these two perceptions influence consumer purchasing behavior. This study uses a quantitative approach with data collection techniques through questionnaires, involving 103 respondents who follow the Instagram account @kanmogroup.fashion, which is the official Instagram account of the Coach brand in Indonesia. The analysis method used is multiple linear regression to test the effect of independent variables on the purchase intention of luxury goods as the dependent variable. The results showed that counterfeit risk perception has a negative effect on the purchase intention of luxury goods. The higher the counterfeit risk perception, the lower the consumer intention to buy original Coach brand bags. Conversely, luxury brand perception has a positive effect on specialty consumer goods purchase intention. Consumers who have a positive perception of luxury brands tend to have higher specialty consumer goods purchase intention. This research provides important insights for luxury brands in formulating marketing strategies that can reduce consumer concerns about counterfeiting and improve brand image. The findings also contribute to the consumer behavior literature in the luxury goods sector.