CONSUMER ATTITUDE ON COUNTERFEIT GOODS ( A CASE STUDY OF NIKE COUNTERFEIT SPORT IN KARAWANG)

Abstract

This research entitled “Consumer Attitude On Counterfeit Goods: A Case Study of Nike Sport Shoes in Karawang” was conducted with 125 respondents who were consumers of Nike Sport Shoes living in Karawang. There were four independent variables being studied, these are price quality inference, integrity, personal gratification, previous experience, and dependent variable is consumer attitude toward Nike counterfeit sport shoes. Data analysis technique used were multiple linear regression with least squares equation and test hypothesis using t-statistic for testing the regression coefficients and F-statistic testing to test the impact together with a significance level of 5%. It also tested the classical assumptions that included tests of normality, multicollinearity test, test of heterocedasticity and autocorrelation test. This shows the available data has been qualified using multiple linear regression equation model. The result indicates that price quality inference(X1) and integrity(X2) has no significant impact on consumers atittudes toward Nike counterfeit sport shoes in Karawang. The variables personal gratification(X3) and previous experience(X4) have significantly positive impact on consumers atittudes toward Nike counterfeit sport shoes in Karawang. Predictive ability of four variables on consumers attitudes towards Nike counterfeit sport shoes in Karawang in this study was75.3% while the remaining 24,7% were affected by other factors not included in the research model being studied.