PENGARUH CITRA MEREK, KESADARAN NILAI DAN SIKAP TERHADAP PEMALSUAN MEREK MEWAH TERHADAP NIAT MEMBELI PRODUK IMITASI SEPATU CONVERSE DI SURABAYA

Imitation products are counterfeit products that are similar or identical to the original product. Purchase Intention can reflect consumer behavior in a purchase decision. So many factors cause consumers decide to buy imitation product. The purpose of this study was to determine the effect of brand image, value awareness and attitudes towards counterfeits of luxury brands on the intention to Purchase the imitation product. The statistical methods used in this research is the analysis of Multiple Linear Regression using SPSS 16.0 statistical tool for windows. The study was conducted in Surabaya on imitation converse shoes object with a sample of 100 respondents. Questionnaires distribution is conducted by using methods of judgment sampling and snowball sampling. The results of this study indicate that attitudes towards counterfeits of luxury brands partially has significant effect on the intention to purchase imitation converse shoesin Surabaya, while the brand image and value awareness partially have no significant effect on intention to purchase imitation converse shoes in Surabaya. Brand image, value awareness and attitudes towards counterfeits of luxury brands simultaneously has significant effect on intention to purchase imitation converse shoes in Surabaya. Keyword : Brand Image, Value Awareness, Attitudes Towards Counterfeits Of Luxury Brands, and Purchase Intention