Consumers Attitude Towards Purchase Decisions of Counterfeits Fashion Products Moderated by Personal Income

Abstract

The luxury fashion products industry is a highly profitable business that has experienced phenomenal growth over the last few decades. However, concurrently, consumers have shifted their preference towards counterfeit luxury brand fashion products (hereafter referred to as counterfeit fashion products). The shift in consumer preferences towards counterfeit fashion products may be attributed to the high prices of authentic luxury brand fashion products. Consumers are drawn to counterfeit fashion products because they believe that wearing such products can enhance their social status and boost self-confidence. Up to 40% of imported products entering Indonesia are counterfeit and of substandard quality The primary factor driving the high demand for counterfeit fashion products is the consumer's attitude, which encompasses factors such as value consciousness, brand consciousness, perceived risk, materialism, and social influences, with personal income included as a moderating variable. The research utilized a sample of 270 data points selected through purposive sampling. The data collected were analyzed using Structural Equation Model (SEM) analysis with the assistance of the AMOS 24 software application. The results indicated that value consciousness and social influences had an insignificant impact. Conversely, brand consciousness, perceived risk, and materialism significantly influenced attitudes. Personal income has been demonstrated to moderate individuals' attitudes towards purchasing counterfeit fashion products.