Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers

Anas Hidayat, Ayu Hema Ajeng Diwasasri


The aim of the present research study is to examine the influence of antecedents of attitudes towards
counterfeiting products of Indonesian consumers and its relationship to purchase intention of counterfeit
products. The research mainly discussed the effect of social factors and personality factors towards consumer
attitudes to buy counterfeit product, in this context is handbags. Approximately 250 respondents aged from
16-40 participated to give response for the survey gathered from questionnaire distribution. The analysis using
path coefficient analysis show that social and personality factors has mostly significant impact towards attitudes.
The study concluded that the more positive attitude of consumers towards counterfeit products will further
strengthen the purchasing intentions while the higher the status of a consumers’ consumption will not affect any
change to both their attitude and willingness to purchase counterfeit products.

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DOI: http://dx.doi.org/10.5539/ijms.v5n4p143

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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