A MEDIATING ROLE OF COUNTERFEIT BRAND AWARENESS TO CONSUMER PURCHASE INTENTION

Currently counterfeiting has become a very worrying economic problem. The increasing demand for counterfeit products causes huge losses in both domestic and international markets. So research on the variables that determine consumer buying behavior towards counterfeit products is needed. This study proposes the originality of using counterfeit brand awareness (CBA) as a mediating variable. This study aims to examine the direct influence of counterfeit product knowledge (CPK) and counterfeit product involvement (CPI) on CBA and consumer purchase intention (PUR). This study also aims to examine the indirect effect of CBA on the relationship between variables. A total of 700 questionnaires were distributed using convenience sampling method with an effective rate of 91 percent. Hypotheses are tested by structural equation modeling procedures using AMOS 22.0. The Sobel test is used to test the significance of the indirect effect. The results showed that CPK and CPI had a significant effect on CBA, CPI had a significant effect on PUR, and CPK had no significant effect on PUR. The results also showed that CBA is a mediating variable in the relationship between CPK and CPI to PUR. Theoretical contribution is expected that this research can provide a new picture of CBA as a variable considered in further studies of consumer intention for counterfeit products. Practical contributions, the results of research are expected to help producers to increase brand awareness of counterfeit products