Purchase Intention of Counterfeit Products: The Role of Subjective Norm

Abstract

The purpose of the research is to test the purchase intention difference based on the subjective norm role and relationship of subjective norms. The research was done by testing the purchase intention difference when the subjective norm role was high and when the subjective norm was low. The sample in this research was the executive women that had knowledge about counterfeit bags. The respondents who were successful to be collected in the research were 86 executive women respondents in Yogyakarta-Indonesia. The data analysis in this research uses the difference testing helped by Analysis of Variance. The data analysis results show that there is the purchase intention difference based on the highness and the lowness of the subjective norm role of the consumers to use the counterfeit products. There are positive corellation between subjective norm and purchase intention. Consumers with the high subjective norm role have the low intention to buy and consumers with the low subjective norm role have the high intention to buy.

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