Consumers purchase intention towards counterfeits of luxury brand

The study is about the consumers' purchase intention towards counterfeits of luxury brand. The purpose of our study is to present the analysis of the problem, and to recommend a solution that would help to alleviate it. The methodology that been used in this study is by research design, sampling size, sampling frame, sampling technique, and instruments. The findings reveal that that the dependent variable (consumers' purchase intention towards counterfeit of luxury brand) has its significant relationship with the independent variables (the functional value, financial value, social value and individual value). Analysis have shown that functional value has the highest significant relationship with the dependent variable, consistent with Nill& Shultz (1996) theory on the product quality of counterfeit has been improving in recent years due to better technological advancement, bringing a competitive advantage to counterfeit products. Therefore, the recommend of this study is according to Kapferer's 1997, he points out that luxury must be seen by the consumer and others so therefore this is the reason why the producer of original luxury handbag brand have to add value benefits to the original genuine handbags.