Pengaruh Sikap Konsumen pada Niat Beli Produk Bajakan

Oleh :
Mahendra Dwi Putra - F.0207085 - Fak. Ekonomi dan Bisnis

The purpose of this study is to propose and test a model that integrates the main predictors of consumers’ attitude and behavioral intentions toward counterfeits products ”CDs, VCDs, and DVDs” and the result to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti-piracy strategies Survey is a method conducted to collect the data. In this study, sample consist’s of 151 people who already (never) bought counterfeits products ”CDs, VCDs, and DVDs” in Surakarta. Convenience sampling is a method choosen to make easier in getting the sample. Reliablity and validity test was done to make ascertain the quality of data. Structural equation model is statistical method choosen to elaborate the linkage among of unobserved variabel.The result show that consumer intentions to buy counterfeited products are dependent on the attitudes they have toward counterfeits, which in turn are more influenced by perceived risk, whether consumers have bought a counterfeit before, subjective norm, integrity, price-quality inference and personal gratification. In this study, both limitation and implication are also discussed in order to give inside toward theoritical, practical and future research aspects. Keyword: Attitudes, Behavioral intention, Counterfeiting