CONSUMER ATTITUDE TOWARD COUNTERFEITS

These research objectives are to examine the determinants of attitude toward counterfeits and the impact on behavioral intentions in purchasing counterfeit products. The data used in this study were gathered by spread the questionnaires to Yogyakarta people. Correlation and regression were used to analyze the data. The result showed that only integrity that did not significant in affect attitude toward counterfeits. The determinants that significant were price quality inference (-), risk averseness (- ), perceived risk (-), personal gratification (+), subjective norm (+), and attitude toward counterfeits (+)