Counterfeiting is a major problem that is experienced worldwide,

Indonesia included. The main purpose of this research is to analyze the purchase

behavior of counterfeit fashion product in Indonesia. This research is using online

questionnaire that is distributed to 290 respondents. This research is using SEMPLS

as the analysis tool.

The result shows that fashion consciousness, subjective norm, ethical

judgment, value consciousness and self-ambiguity significantly affect purchase

behavior of consumers towards counterfeit products. It is better for future research

to add more demographic variables and also specify the products so the

respondents can reach better understanding. The result of this research can help

the companies of luxury fashion brand in Indonesia to prevent their products

being copied by analyzing the factors and making strategies based on that.