Sukoco, Badri Munir and Yuli Prasetya, Aditya (2013) Pengaruh Harga, Ketersediaan, dan Lingkungan Sosial pada Sikap dan Niat Membeli Musik Bajakan. Manajemen Usahawan Indonesia, 42 (4). pp. 285-299. ISSN 0302-9859

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Abstract

Sales of pirated media products remains high despite various industry and government efforts to constraint the growth. Industries mostly blame internet and easily copied media to enjoy music without purchase the original ones. These conditions place consumers as the accused rather than as the customer. Based on psychological reactancetheory, this study argues that the ise of pirated media products due to some constraints in the supply side, such as high price or unavailability of the products. This study aims to determine consumer response to barriers made by the producer of the original music media consumption and identify influential social environment characteristics on consumer response to the barriers of buying original media. This study used an experimental method that is relativelysimilarto Miyazaki, eta!. (2009). Participants were 120 undergraduate students involved is one of a major universities in Eastern Indonesia. The results indicate that high price, scarcity of the products, and high pervasiveness increase the favorability of purchasing pirated media products. The resu Its of th is study also shows that consumers tend to be more positive attitude and intention to consume pirated music media will be higher when the social environment provide support. The interaction among three variables is also significant and indicated that lower price, high availability, and low social influence effective on reducing favorability of consumers on buying pirated media products. When social support is low, there is no significant difference when the original music media prices are set high or low when the product is not available. But when the goods are available, attitude consumer media consumption behaviors pirated music reached its lowest point when the price of the original music media also low.

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