“PENGARUH BRAND CONSCIOUSNESS, PERSONAL GRATIFICATION, VALUE CONSCIOUSNESS, PRICE QUALITY INFERENCE, SOCIAL INFLUENCE, DAN BRAND PRESTIGE TERHADAP PURCHASE INTENTION PRODUK FASHION TIRUAN MELALUI ATTITUDE DI SURABAYA”

Abstract

The development of increasingly rapid fashion has expanded to various countries, including Indonesia. Latest fashion products is growing in Indonesia, not only as a lifestyle, but also as a requirement that must be met. Famous brand fashion retail developments that have quite high prices also affect the way consumers respond to the inclusion of these items in life.People tends to buy the counterfeits product to respond the fashion development. The purpose of this study was to analyze the brand consciousness, personal gratification, value consciousness, inference price quality, social influence, and brand prestige that influence purchase intention of fashion counterfeited products through attitude. This research uses descriptive method that involved 128 respondents. Data collection is done by using the distribution of questionnaires. The data obtained from analyzed by SEM with AMOS application to obtain the results of the analyzed data. The analysis showed that brand consciousness, consciousness value, price quality inference, and brand prestige has positive and significant effect on the attitude. Attitude has positive and significant effect on purchase intention, while brand consciousness, consciousness value, price quality inference, and brand prestige has positive and significant influence on purchase intention through attitude.