Counterfeit Purchase Intention of Fashion Brands: The Personal Values and Social Aspect of Consumers as Determinants

Counterfeiting has become a growth industry in Indonesia. Consumers Indonesia tend to find counterfeit products very easily, especially fashion products. The aim of this quantitative study is analyze personal values and social factors toward items the intention purchase goods Indonesia, with focus on also aims at analyzing influence novelty seeking, integrity values, status consumption people’s attitudes goods. Furthermore, addresses perceived risk, information susceptibility, physical vanity, vanity-achievement One hundred ninety-three respondents were included our after survey questionnaires had been distributed 19 44 years old, living Jakarta, Tangerang, Bogor, Bekasi, Yogyakarta, Bandung, Medan, Jambi, Batam, Pekanbaru Samarinda, all which are larger cities Data analyzed using partial least squares. results showed that attitude was most important factor willingness Novelty integrity, consumption, susceptibility determinants Perceived achievement vanity found have an insignificant relationship . This impact marketing strategies. them marketers can offer prestigious brands reduce trade luxury brands.