Why Do People Buy Dupe Cosmetics?

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Published Jul 1, 2024

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Ratna Alya Nursafira
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Vanessa Nathania
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Rudy Handoko
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Arief Budiman
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.

Abstract

The society often buy counterfeits to fulfill their functional needs with lower-priced products. In regard to this, researchers aim to dig deeper insights about the current trend in the cosmetics industry: dupes, which are knockoff products that resulted from duplicating an authentic product, but with an entirely different brand identity. The researchers seek to investigate the products of Reveline Stain Plump Tint, Somethinc Ombrella Lip Totem Tint, and Emina Glossy Stain as the dupes of Dior Lip Tint, and consumers’ values while purchasing them. The research design used is case study using the method of Focus Group Discussion. This research aims to complete the existing research gaps from the previous studies regarding counterfeits and dig deeper insight specifically about this dupe phenomenon. The result of this research will then be analyzed and interpreted using the coding method with thematic analysis.

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How to Cite
NURSAFIRA, Ratna Alya et al. Why Do People Buy Dupe Cosmetics?. Kajian Branding Indonesia, [S.l.], v. 6, n. 1, p. on process, july 2024. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1300>. Date accessed: 03 july 2024.
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Issue
Vol 6 No 1 (2024): Kajian Branding Indonesia - In Progress
Section
Articles
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