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.
