The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

Abstract

Previous research has shown that counterfeit activity causes major losses to individuals and country's economy in the global market. This is as a result of less awareness being created across various markets. The study introduced an integrated cognitive behavioural theory in order to advance knowledge in such dimension. The aim of this research study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana. The research mainly assessed offline media such as, television, radio, newspaper, and billboard, as well as online media such as, facebook, linkedIn, whatsapp, and twitter. A sample of 196 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by multiple regression to determine the significant association between the variables involved in this study. The overall results of the offline media variables revealed that, only radio is found significant association with counterfeit awareness among non-perishable and non-food products in Ghana. Among the variables that are rejected with no significant association with counterfeit awareness involved television, newspaper and billboard. With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter. The study recommends that consequences about using counterfeit product should be explored to ascertain its effect.

Perilaku Konsumen Produk Healthcare Ditinjau Dari Pembelian Impulsif, Harga, Promosi, Dan Kualitas Informasi

“…(2019, Zhou dan Gu (2015), Prastiwi dan Iswari (2019). Namun penelitian Yeboah & Prempeh (2017) menunjukkan bahwa harga tidak termasuk memiliki hubungan kuat dengan pembelian impulsif. Penelitian Hikmah (2020) membuktikan bahwa ketika dihubungkan secara parsial terhadap pembelian impulsif, harga secara parsial tidak berpengaruh terhadap pembelian impulsif; namun ketika harga diuji secara simultan bersama variabel promosi, dan kualitas informasi, maka ketiga variabel tersebut berpengaruh signifikan.…”

“…Penelitian Prastiwi & Iswari (2019) membuktikan harga dan kualitas informasi mempengaruhi pembelian impulsif. Namun penelitian Yeboah & Prempeh (2017)…”