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Scientific Journal of PPI-UKM
Social Sciences and
Economics
ISSN No. 2356 - 2536
57
Consumer Attitudes Perspective on Non-deceptive Counterfeit for Printer
Ink Products: A survey for Surabaya Big City, Indonesia
Musnainia, Syahmardi Yacobb
*
aDepartment of Economic Science, Faculty of Business and Economics, Airlangga University, Surabaya, Indonesia
bDepartment of Business Management, Faculty of Business and Economics, Padjadjaran University, Bandung, Indonesia
Abstract
The research purposed to analyse and provide empirical evidence about the influence of antecedent (Value Consciousness) and
(Personal Gratification) on consumer attitudes about counterfeit printer ink products. This study was used multiple linear regression
analysis with SPSS software program. The population used is in Surabaya with the criteria of consumer users of printer ink. Whereas
samples used were 100 people with an accidental sampling method. The results revealed that the awareness of the value (Value
Consciousness) and personal satisfaction (Personal Gratification) positive and significant effect on the attitude of product counterfeiting ink
printer (Attitude towards Counterfeit Product). Based on the results of the partial analysis proves that the construct of personal satisfaction
(Personal Gratification) provide the greatest influence for the positive attitude of consumers to counterfeit printer ink products.
Keywords: Value Consciousness, Personal Gratification and Attitude towards Counterfeit Product.
* Corresponding author. Tel.: +6281366526750; fax: +62741 66563
E-mail Address: Musnain@gmail.com, dedy_yacob@yahoo.com
1. Introduction
Circulation of counterfeit printer ink in the consumer
market in Indonesia is increasingly difficult to avoid and at
the stop. The financial burden on counterfeit ink trade
reached USD 35.6 billion in 2014 [1]. Request a fake
printer ink in the consumer market amounted to 52.2
percent [2, 3]. In addition, some previous empirical results
have revealed that approximately one-third of consumers
have a positive attitude towards counterfeiting products [3,
4]. Because counterfeit product consumer attitudes would
be a potential boost the circulation of counterfeit products,
the magnitude of the growth of the phenomenon of
counterfeiting business showed consumer products using a
fake product with no guilt and no doubt elsewhere [3].
The phenomenon of consumer demand for counterfeit
products, the market size of printer ink products and
empirically false positive attitudes of consumers on a
forgery, then this is the main reason for this study to
determine the motives that influence consumer attitudes.
Due to the high circulation of counterfeit printer ink in
Indonesia, it must be done, research that explores the
factors that influence consumers tend to consume non-
deceptive counterfeit ink on purpose. Why consumers
choose products of non-deceptive counterfeit ink? Is
consciousness value (Value Consciousness) and personal
satisfaction (Personal Gratification) affect consumer
attitudes to non-deceptive counterfeit printer ink? The basic
question is the main purpose of testing the antecedents that
affect cognitive consumers in Surabaya in relation to how
the attitude of the counterfeit printer ink products by using
the theory of TPB [6].
From a theoretical perspective TPB (Theory of Planned
Behavior) developed by Ajzen, marketers must understand
the attitudes to know the needs and desires of consumers of
non-deceptive Surabaya is happy buying counterfeit printer
ink products. The specific objectives of this study were to
determine the dominant factor in influencing consumer
attitudes towards non-deceptive counterfeit printer ink
products.
2. Theoretical Development
2.1. The Theory of Planned Behavior
According to the Theory of Planned Behavior (TPB)
attitude as a predictor of behavior [7, 8]. In addition to the
opportunity and resources difficult without the intention to
be achieved [9]. Similarly, consumer attitudes towards
counterfeit goods, affecting the intention and the positive or
negative attitude will have an effect on the behavior of the
likelihood that consumers make purchases [4, 10, 11], then
to determine the motive or driving strong formation of
attitude is very important to know and understand.
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Scientific Journal of PPI-UKM
ISSN No. 2356 - 2536
Musnaini, S. Yacob
2.2. Attitude on Counterfeit Products
"Attitude" is "... a consistent tendency to behave
learning provide a favorable or unfavorable effect with
respect to a particular object [12], correlated to predict
consumer behavior are reasonable [13]. In relation to the
attitude of consumers of fake products, if profitable, it may
be positive in the counterfeiting of consumer products [14].
2.3. Attitude against Counterfeit Products
The demand for counterfeit products influenced by the
attitude. Attitude is a psychological factor that comes from
within the positive and negative consumer will be
influenced by many factors, such as satisfaction, value
consciousness, seek of renewal, brand awareness, ethics
and others have formed and influencing consumer attitudes
[4, 15-20].
2.4 Terminology Definition of Counterfeit Products
Some understanding of the terminology of
counterfeiting or piracy agree that any manufacturing
products that reproduce the goods with special
characteristics are protected as intellectual property
(trademarks, patents and copyrights) copied or imitated
similar or identical to the original product. Include
packaging, labeling, and trademarks, in the production of
deliberately passing off and illegal similar original product
without permission from the original manufacturer of the
product that has a patent and trademark, then it is the
product of counterfeiting activity [4, 10, 15, 18, 19, 21-25].
Thus, this research develops a theoretical framework in
revealing non-deceptive consumer attitudes on counterfeit
printer ink as shown in Fig. 1. below:
Fig. 1. Frame work.
Focus to investigate the antecedents of value
consciousness, and personal satisfaction as independent
variables and simultaneous partial to explain the formation
of attitudes about counterfeit printer ink products. So the
development of the research hypothesis as follows:
2.5. Hypothesis development
2.5.1. Value consciousness (awareness value)
In the consumption behavior of counterfeit products, the
majorities of consumers of counterfeit products deliberately
pursue value for the function and benefits of the product,
but do not want to pay the high price of the original product
[11, 26]. Perceived value is "an overall assessment of the
usefulness of the product based on what is acceptable and
what is given consumers" [27]. Awareness of the value is
defined as the willingness to pay a lower price even with
acceptable quality standards [19, 28]. Therefore, as the
counterfeit products usually provide the same functional
benefits as the original. So consumers with low value
consciousness are likely to have a positive attitude towards
fake printer ink products. It can be hypothesized that:
H1: Consumers non-deceptive with low value
consciousness has a positive attitude towards fake printer
ink products.
2.5.2. Personal Gratification (personal satisfaction)
Personal satisfaction regarding the need for a sense of
success, social recognition, and enjoy the good things in
life [19]. Consumers with high personal satisfaction will
appreciate the original version of a branded product, thus
having a negative attitude toward counterfeit products. It
can be hypothesized that:
H2: Consumers non-deceptive with lower Personal
Gratification have a positive attitude towards fake printer
ink products.
H3: Antecedents of value conscious and Personal
Gratification simultaneously affect consumer attitudes
towards non-deceptive counterfeit printer ink products.
3. Research Methods
This study uses a quantitative approach to analyze the
influence of a number of exogenous variables relationship,
Value Consciousness and Personal Gratification, to the
formation of Attitudes toward the counterfeit product. The
data was collected by using 100 questionnaires with the
accidental sampling method. Methods of data analysis were
used by multiple regression analysis. The eligible classical
assumption was (multicollinearity, normality, outliers,
linearity, and homoscedasticity). To produce the most
potent exogenous variables and a set of exogenous
variables as a whole can predict consumer attitudes non-
deceptive counterfeit printer ink products.
4. Results and Discussion
4.1. Descriptive Analysis
The number of questionnaires was distributed by
purposive sampling of 100 questionnaires with 5 point
Value
Consciousne
ss
Personal
Gratification
Attitude
Towards
ink printer
Product
Counterfeit
H1
H2
H3
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Scientific Journal of PPI-UKM
ISSN No. 2356 - 2536
Musnaini, S. Yacob
Likert scale. The data research was processed by the
software program SPSS for Windows version 13.0.
The results of statistical output value average respondent
are dominated by women as much as 53% and 47% male.
Respondents between 20-30 years of age as much as
58.9%, and 41.1% at age 31-45.
4.2. Inferential Statistical Analysis
4.2.1. Preliminary Analysis
All of the data in screening, test reliability, validity test
questionnaire, the classical assumption test, and analysis of
factors that reduced until data is ready to be used for
multiple regression analysis and hypothesis testing.
4.2.2. Reliability and validity
The measurement results show the reliability, construct
the questionnaire items, the value of Cronbach's alpha
coefficient of the scale reaches 0,60-0.7 and construct
validity of the questionnaire items have high validity value
research Corrected Item-Total Correlation exceeds 0.3 or
are tabled for a sample of 100 people with the value def = n
- 2 = 100-2 = 98 is 0.1780 (one-tailed).
4.3. Classical Assumption Test
The results of the analysis of the classical assumption
(multicolinearity, normality, outliers, linearity, and
homoscedasticity) showed that all the predictors are already
qualified in the classical assumptions of multiple regression
models in explaining attitudes toward counterfeit printer
ink products.
Results of linear regression analysis with the normal
chart PP plot against the residual error regression model
has shown that normal chart patterns, namely there is the
distribution point located not far from the diagonal line.
The results show that all variables used as predictors in the
regression models show a fairly small VIF (1515 and
1424), in which all are under 10 and the values of tolerance
for all variables were above 0.10. Do not show symptoms
multicolinearity, it can be used as mutually independent
variables. Heteroscedasticity test results showed no clear
pattern of these points, which means that there is no
significant interference in this regression model.
4.4. Multiple Regression Analysis
In broader perspective, the use of multiple regression
analysis to seek first the dominant factors influencing
consumer attitudes towards counterfeiting of non-deceptive
products, related to purchase intention? Both partially how
the four exogenous variables affect consumer attitudes
towards counterfeiting of non-deceptive products? Third,
how consumer attitudes affect purchase intentions.
Multiple linear regression analysis was used to test the
effect of two or more independent variables on the
dependent variable. The mathematical shape is as follows:
Y1=α1+β1X1+β2X2+e1 (1)
Where Is:
Y1 = attitude toward counterfeit printer ink
Α = constant
β1 = regression coefficient for the value conscious
β = regression coefficient for Personal Gratification
4.5. Hypothesis Testing
4.5.1. T test (significance level of 5% and the probability of
<I 0.05).
Basically t test shows the effect of the influence of the
exogenous variables in explaining the variation of other
variables.
a. Test the hypothesis Value consciousness (Awareness
value) to variable Attitude (Attitudes) non-deceptive
consumer against counterfeit products, the results of
the t test sebesar3, 968, with a probability of 0.000,
significance level of 5% was obtained probability
value less than 0.05. + And significant regression
coefficients. Then H1 is accepted. Thus, if the Value
consciousness increases, the attitude (Attitudes)
positive, non-deceptive consumer against counterfeit
printer ink products will also increase.
b. Personal Gratification hypothesis test influence on
consumer attitudes towards non-deceptive counterfeit
products. Value of 2.571 t test, regression coefficient
+ and Significant means Ha Ho is accepted and
rejected. Thus means Hypothesis, the H3 is received.
Thus, if the perception of Personal Gratification
increases, the consumer attitude towards non-deceptive
counterfeit products will positively increase.
c. With Goodman tests of mediating effects to analyze
consumer attitudes towards non-deceptive counterfeit
printer ink products showed that consumer attitudes
toward a product of non-deceptive counterfeit printer
ink positive, proving that consumers have the personal
satisfaction. In addition, and have a low awareness of
the value, consumers do not care about quality, and
losses will be caused by using fake printer ink, such as
damage to the printer, the print is not clear or fake ink
resilience has no standardization.
4.5.2. F Test
The results of the test and F-test comparisons F table are
simultaneous significant effect of exogenous variables to
variable endogen shows an F test of 0579 or 58% with a
0.000 significance level of less than 0.05 and Results The
coefficient of determination (R²) with the value of Adjusted
R Square, obtained by 0.575 (58%), thus the variable Value
consciousness and Personal Gratification simultaneously
provide a substantial contribution as a predictor of attitude
and 58% exogenous variables affect consumer a positive
attitude associated with non-deceptive counterfeiting
activities in Surabaya printer ink products.
Based on the test results of the hypothesis to explain that
strong enough indications of non-deceptive consumer
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Scientific Journal of PPI-UKM
ISSN No. 2356 - 2536
Musnaini, S. Yacob
attitudes in Surabaya like fake printer ink products. A
positive attitude of consumers considered that personal
satisfaction is not important because they are aware of the
counterfeit printer ink used to print out a task or job that
does not require ink durable, high-quality, besides the
results are quite satisfactory print out or nearly the same as
the original printer ink print out.
In addition, counterfeit printer ink can be used by
various brands of printers; this is a high appeal to
consumers who only have the ability to use the product
without having to look for more detailed information.
Consumers also feel a personal satisfaction of counterfeit
printer ink products that provide convenience to a different
printer.
5. Conclusion
First, factors suspected to affect consumer attitudes,
value consciousness. Consumer Non-deceptive judge that
the quality and authenticity of printer ink is not important.
The low awareness of the value of using the original printer
ink products provides a significant influence in the
formation and describe the positive attitude is increasing at
a fake printer ink products in Surabaya.
Second, lack of desire to get personal satisfaction from
the printout of any printer ink products increase positive
attitudes of consumers of non-deceptive counterfeit printer
ink products in Surabaya.
6. Implications Research
Value consciousness, personal ratification and attitudes
(Attitudes) are a factor that gives a psychological boost to
the increased circulation of counterfeit ink products in the
consumer market. Constructs have become a consideration
for companies and marketers of original printer ink in
Surabaya or in Indonesia to create a product differentiation
and innovation of products that can be used for different
brands or types of printers without having to be adapted to
the printer brand.
7. Recommendations for Further Research
Several shortcomings of this study, is an opportunity for
future research, among others: For research will come there
are about 42.5% of other determinants that influence the
attitudes associated with counterfeiting activities in
Indonesia, such as price and other psychological aspects.
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