Antecedents Factors that Influence Customer’s Purchase Intention Towards Purchasing Counterfeit Products

Counterfeit products are a global problem that has become a hot topic of discussion in various circles. Many studies often blame counterfeit product manufacturers, but consumers also have a significant role in this problem. High consumer demand for counterfeit products causes counterfeit products to circulate more and more. Although the use of counterfeit products does not violate the law, this often makes consumers uncertain whether the actions they do are in accordance with the norms. Therefore, this study aims to investigate the factors influencing customers’ purchase intention towards purchasing counterfeit products. This study identifies several factors in product purchases, such as materialism, risk of embarrassment, ethics, variety-seeking behavior, and purchase intention. The research data was collected through an online survey of 450 respondents who had experience buying counterfeit products. The analysis method used was Structural Equation Modeling (SEM) using Lisrel 8.7 software. The results of this study indicate that when consumers with materialistic values hold ethics and feel a high risk of embarrassment, the desire to buy counterfeit products will be low