Abstract:
Purpose: The purpose of this research is to find out influence of personal value (self-identity value, hedonic value, and materialistic value), social value (conspicuous value, social status value) and religiosity on attitude toward counterfeit branded footwears and its effect on purchase intention of counterfeit branded footwears.
Design / Methodology / Approach: This research is conducted using quantitative method and primary data through online questionnaire and offline questionnaire. The sample size 177 respondents with the age over 18 years old who used or bought counterfeit of branded footwears (Nike, Adidas, Vans). Data were collected through structured questionnaire used seven-point Likert scale and observed utilizing Structural Equation Modeling (SEM) analysis.
Findings: The results from hypotheses testing show that only self-identity value influences attitude toward counterfeit branded footwears, other variables which are hedonic value, materialistic value, conspicuous value, social status value and religiosity didn’t influence attitude toward counterfeit branded footwears. In other hand, attitude toward counterfeit branded footwears significantly influences purchase intention of counterfeit branded footwears.
Originality / Value: This study provides more insight into factors affecting attitude and intention toward counterfeit branded footwears in Indonesia.
