Peran Atribut Produk dan Sikap Menolak Resiko Terhadap Niat Beli Serta Perasaan Paska Beli Sepatu Olahraga Palsu

Abstract

This research aimed to investigate the influence of extrinsic cues and intrinsic cues and risk aversion towards purchase intention and post-purchase feelings of counterfeited sport shoes. This research study expected to get business strategy for decreasing counterfeit products circulation. This research study collected data only from students in Yogyakarta. 120 repondents involved to give respond for the survey. The research concluded that extrinsic cues has a significant and positive influence toward purchase intention, while intrinsic cues and risk aversion has a negative influence toward purchase intention. Moreover, the study revealed that purchase intention has a significant and negative influence toward post-purchase feelings.