Factors that influence consumer attitude toward counterfeit product and purchase intention at Parkcity Mall Bintulu / Christalina anak Lumut

This research aims to identify factor that influence consumer attitude toward counterfeit product at Parkcity Mall Bintulu that lean to purchase intention. The factors that used to identify this study are price, risk averseness, social influence and personal gratification. It also aims to examine the link between the attitude toward counterfeit product and purchase intention. It is to understand whether the attitude toward counterfeit product and purchase intention have negative or positive relationship. The studies also examme the best recommendation by respondent that can be used to reduce the demand of counterfeit product. Utilizing descriptive survey research design and modified price, risk averseness, social influence, personal gratification, attitude toward counterfeit product and purchase intention questionnaire to collect primary data from samples of 250 respondents, the study finds that social influence and risk averseness have the higher effect on consumer attitude toward counterfeit and positive relationship between attitude toward counterfeit product and purchase intention.