[01] Musnaini , Doctorate Program of Management Science, Faculty of Business and Economics, Airlangga University, Surabaya, Indonesia. [02] Syahmardi Yacob, Doctorate Program of Business Management, Faculty of Business and Economics, Padjadjaran University, Bandung, Indonesia.

The study objective is to investigate the factors of purchasing intention of pirated products. Those factors of attitude function caused consumer non-deceptive choose to buy counterfeit handbag. This study uses two luxury brand world are Louis Vuitton (LV) and Hermès Handbags for scenario stimulate, also the brand as variable affected consumers purchased intention of counterfeit luxury brand product. Sales of pirated fashion products remain high despite various industry efforts to constrain the growth. Based on psychological theory, this study argues that the rise of pirated fashion products such as handbags due to some constraints on the supply side such as high price and consumer side such as social adjusted. The questioners spread to two hundred twenty one undergraduate student of Jambi and Surabaya city, Indonesia country for investigated luxury brand handbags product favorite. The method uses Experiment group-control group design and between subject with design, factorial 2 (social adjusted: high and low) x 2 (price: high and low). To understand differences between the treatment group, use MANCOVA test. The result indicates that social adjusted and high price increases the variability of purchasing pirated fashion product especially as handbags luxury brands (LV and Hermès Handbags). The interaction between two variables is also significant and indicated the low social adjusted and low price effective for reducing variability of consumers on purchasing pirated Handbags of fashion luxury brand product.

Social Adjusted, Price, Purchase Intention, Piracy Luxury Brand Product

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