Analysis of the Influence of Customer Value and Purchasing Decision on Consumer Behavior of Branded Imitation Products among Metropolitan City Community

Abstract

This study aims to examine the influence of customer value and purchasing decisions on consumer behavior on branded imitation products among the metropolitan community. This research is a quantitative descriptive research using primary data in the form of questionnaires aimed at user of imitation product brand especially bag product and its derivative. The population of this study is the metropolitan city community and the sample is determined as many as 100 respondents considered to be representative of the intended population. Partial test results obtained from this study there is influence of Customer Value on Consumer Behavior, while the Purchase Decision there is no significant effect on Consumer Behavior.