Analisis Hubungan Product Involvement, Product Knowledge, Perceived Brand Image Dan Attitude Dengan Purchase Intention Pada Produk Sepatu Adidas Palsu (Survei pada Mahasiswa Universitas Sebelas Maret Surakarta)

Oleh :
Danang Cahyo Nugroho - F1206087 - Fak. Ekonomi dan Bisnis

The purpose of this study was to analyze the influence of product involvement, product knowledge, brand image and attitude on purchase intention of counterfeit adidas products. This research is based on the spread of counterfeit products in Indonesia are very large This study is causal with a survey method. The target population of this study were students who will buy a Adidas counterfeit product. Samples taken from 150 respondents in which the sample is students from the University of Sebelas Maret Surakarta who will buy a Adidas counterfeit product. Based on the analysis of structural models (SEM) to test the hypothesis in this study concluded that the product involvement has negative influence on percieved brand image, product involvement has negative influence on purchase intention, product knowledge has negative influence on percieved brand image, product knowledge has negative influence on purchase intention, perceived brand image has positive influence on purchase intention and than attitude positive influence on purchase intention, The study is expected to provide insight into the variables that influence consumer purchase intentions in counterfeit shoes. It is useful to suppress the tendency of consumers to purchase counterfeit products.