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pirated software properly sentenced, 3 someone who uses pirated software properly arrested, 4 whoever uses pirated software may be violating the laws governing protection of intellectual property rights, and 5 the fact that a
person can get caught when using pirated digital media will make people reluctant to use it. Although individuals are aware of the Bill of Act on Electronic Information and Transactions, this research
results show that individuals still do piracy. Legal awareness is something that is almost equal to the moral judgment. The difference lies in the basic understanding and knowledge possessed by individuals. When discussing
the legal awareness, it is related to the underlying force of law. There is an external drive that can make individuals follow the rules. Forces that drive it is more in demand and reactive. Associated with moral judgment, this strength
based on the internal aspect of individual. Moral judgment can be formed because of the good perception of the individual against the piracy of digital media, good knowledge, and perhaps due to socialization of family values that
can guide the individual and the right to know whether an action will be taken.
Related to the legal aspects, research shows when individuals perform a download digital media from the Internet or buying pirated products, do not consider the legal aspects. The impetus for such behavior can be
explained by factor of price, accessibility, and technological advances that are also used to explain the moral factor judgment. But in this case, there are other factors that might explain it. These factors are the lack of socialization of
law and legal enforcement as well as the inluence of reference groups. Lack of legal socialization provided by the government and not speciically provided for punishment
implications ITE Law causes individuals to easily conduct free download from the internet and the sign to regulate such behavior is not strong. The law is reactive and less progressive, it means that the law was made only because
the phenomenon of the internet led to the regulations governing the development but it cannot accommodate a change in the demands of society.
Besides the lack of socialization of law and strong legal enforcement, there is a trend that shows the inluence of reference groups in behavior to download iles or other digital media from the internet is getting stronger. This
phenomenon explains the existence of a mutually agreed behavior in a particular group so that the behavior of the Internet to download or buy pirated products becomes commonplace and can be understood by others. Individuals
have a consensus understanding that doing so is the right thing for not using for its own sake. This trend also indicates that access of internet information is seen as an open opportunity that could be taken by any person for
the beneit of individuals who access both to the interests of getting additional knowledge, facilitating learning tool, and doing work activity.
5. SUMMARy
This research shows that moral judgment does affect media digital piracy users who downloads pirated media from the internet. However, this research describes a contradictive results. As supposed, awareness of
moral judgment will lead to decrease in using pirated digital media, but based on this result the awareness does not direclty affected users. Pirated digital media users consider lower pirce, easiness of internet access and other
technology availability as main factor for them to download pirated digital media.
According to this research, legal awareness does not affect downloading behavior or purchasing pirated digital media. Lack of publicity of the Bill and forceless law are important aspects that cause this inappropriate
attitude. This also relates to the fact that pirated digital media users consider lower price, easiness of internet access and other technology availability as an important aspect in fulilling their demand.
To marketing of digital media effort, it is still necessary to raise awareness or using genuine products to their customers and to give an opportunity of lowest price to them. It is also important to raise government consciousness
to enforce law in other aspects of social life. This will increase an awareness of trusting ITE Bill. Furthermore, it is more important to understand the relationship between moral judgment and the advances of internet technology
that is available to provide less expensive service, easiness to use technology, and high capacity bandwith, to this misconduct pirated behavior.
Illegal Digital Media Usage: Based on Moral Judgment and Legal Awareness Iin Mayasari dan Dikara Barcah
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Sikap Konsumen Terhadap Niat Beli Produk Tas Bajakan Santi Budiman dan Anas Hidayat
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cONSUMER ATTITUDES TO PURchASE INTENTION OF cOUNTERFEITING BAG PRODUcT
Santi Budiman
STIE – IEU yogyakarta
Email : santi_budimanyahoo.co.id Anas Hidayat
Universitas Islam Indonesia
Email : hidayatanasyahoo.com
Abstract
Fashion handbags products is a product that occupies the third position of the 11 types of products most often hijacked. According to the United States Customs and Border Protection and the European Commission,
said that Indonesia is a country that ranked the 8th largest after Hong Kong with the highest levels of product piracy in Asia in 2006. So that becomes an interesting study to investigate the effect of product cues factors,
including extrinsic cues and intrinsic cues, Attitudes toward Counterfeits, religiosity, lawfulness Attitudes, status of consumption on purchase intention.
This study aims to explain the process of forming an intention to buy pirated products bag that rests on the primary relationship of independent variables Attitudes toward Counterfeit, lawfulness Attitudes and consumption
status of the intention to buy pirated products as well as test patterns bag relationship between variables - those variables. This research was measured by using a questionnaire enclosed with the statement that based
on the Likert scale. The respondents were all employed women who are in the area of Yogyakarta with total respondents is 200 people.
These results prove that intrinsic factors had positive inluence on consumer attitudes toward pirated handbags addition, a more positive attitude of consumers towards pirated bags will further strengthen the purchasing
intentions and conversely the higher the status of a consumer’s consumption will only further weaken the intention of purchasing the product bag pirated.
Keywords : Counterfeiting Product, Women Handbags, Purchase Intention
1. PENDAhULUAN 1.1 Latar Belakang
