Budhi Haryanto

Behavioural model of buying intention of counterfeited products

This research was to test the influence of price and quality perception on attitude toward the counterfeited products, subjective norm as the moderator of price and quality perception influence on the attitude toward them, the attitude influence toward the counterfeited products on the buying intention for them and to test subjective norm as the moderator of attitude influence toward the counterfeited products on the buying intention for them. This research was started from field empirical observation. Participants as experiment subject in this research were the university students. The data analysis plan was done experimentally and hierarchical regression analysis was used to test the determining effect directly or indirectly on subjective norm variable. Research results showed that subjective norm had a role in influencing the buying process of the counterfeited products. That role was shown by the existence of subjective norm ability in strengthening the relationship between price fittingness and attitude.