CONSUMER ATTITUDE TOWARDS FASHION LUXURY COUNTERFEIT PRODUCT

Abstract

Counterfeit are defined in various ways by some people. Generally it’s described as an illegal activity of imitating a trademark. It also can be described as producing fake or imitation product that visually the same with the authentic. It can be the whole item that is fake, or only partially. The objective of this research is to examine the consumer attitude towards fashion luxury counterfeit products. Theories supporting research are counterfeit, attitude, and Fishbein theory of attitude. The population that is mainly observed in this research is the entire citizen of Manado, throughout the city. The subset of population, the sample, is 100 respondents that are randomly chosen. The conclusions gained are as follow: (1) consumer attitude towards fashion luxury counterfeit product in Manado are under the scale of favorable; (2) the attribute quality that gains the highest score of evaluation in shaping the evaluative aspect is the most important attribute while brand is the least important; and (3) the attribute price that gains the highest agreement score in shaping the strength of belief is the attribute which statement of affordable gets the highest agreement, while quality is the least.

Keywords: consumer attitude, counterfeit product