DOI: 10.36347/sjebm.2016.v03i04.012

Pages: 241-243

The prevalence of counterfeit goods, to symbolize exist a demand that in the consumers' market. There are many norms and regulations to protect copyrighted edition sell, but also can not prevent consumers to buy the counterfeit goods. The respondents of this study whose have purchased the counterfeit goods. To discuss the buyer's perspective the price and value of counterfeit goods, and whether both have effects with purchase behavior. The results found that consumer percept the price and value had positively and significantly affects their purchase behavior, respectively. And the value has a positively and significantly affect consumers' purchase behavior. The results will provide the related industry to understand consumer purchase behavior and made the appropriate strategy.