The Relationship of Religiosity in The Use of Imitation Products Among Muslim Society in Indonesia

Abstract

This article discusses the freedom to buy and sell counterfeit goods in Indonesia, which has attracted global attention. Three major online stores in Indonesia, namely Produk Digital Bajakan, Buka Lapak, and Tokopedia have been identified by the Notorious Markets of The Office of the United States Trade Representative (USTR) as places where counterfeit goods circulated in 2020. This has created tensions in business relationships with large companies, even though the majority of Indonesia's population is Muslim. This study uses a quantitative method, taking samples from the Kerinci region, Jambi Province, Indonesia. The analytical tool used is SEM PLS. The research reveals that technological advancements have driven the production of counterfeit goods that closely resemble genuine products. The use of pirated software is also prevalent in Indonesian companies. On the other hand, there is still a need to understand the risks of using pirated software and a lack of robust measures from the government to regulate the illegal distribution of software, despite Copyright Law addressing this issue. A similar phenomenon occurs in the fashion industry, with imitation products imitating well-known brands. This study highlights the factors influencing the purchasing decisions of Muslim consumers in Sungai Penuh City when buying imitation products. One of the factors investigated is religiosity, which surprisingly has a significant impact on the decision to purchase imitation products. This religiosity leads to a more rational and responsible consumer attitude in selecting products. The results of this study conclude that attitudes, brand image, and religiosity influence the decision to purchase imitation products. Suggestions are given to companies to innovate in confronting counterfeit products and enhancing the utility of genuine products. Additionally, future researchers are encouraged to conduct more in-depth analyses of consumer behaviour towards imitation products, considering more detailed factors.