Factors That Guide an Individual to Buy a Counterfeit Luxury Goods Evidence in Indonesia

ABSTRACTThis study was interested in studying and analyzing the factors that guide an individual to buy a counterfeit luxury in Indonesia. A study that aims to give an insight and better understanding about the consumer buy behavior toward counterfeit luxury goods.The sample on this research is 300 individuals, who intends to purchase counterfeit luxury goods. Data was collected through survey questionnaires from in four big cities in Indonesia, and analyzed with a regression analysis technique.This study showed that brand image, quality and price have a positive relationship on attitude toward counterfeit luxury goods. Also brand image and price positively influenced purchase intention toward counterfeit luxury goods, while quality do not have any influenced the purchase intention. In addition this finding indicated that there is a significant positive relationship between consumer attitude and purchase intention toward counterfeit luxury goodsKeywords: Purchase intention, Counterfeit luxury goods, and attitude, Indonesia