Growing fashion lead to some negative effects, one of them is a counterfeiting of some well known brands or brands that costumers demands. The purpose of this study are to examine and understanding the factors of behavior maker for counterfeit product purchasing such as fashion involvement and religiosity to attitude toward counterfeiting and awareness of social consequencess and implications toward willingness to repurchase.
The focus of this study object is counterfeit for branded name jeans. The data used in this study were gathered by spreading the questionnaires to user who use counterfeit jeans. This study used convinience sampling as a sampling technique and obtained 144 respondend and this data processed into this study result. This study uses SEM analyze to test the data.
The result of this study is fashion involvement has a positive significant to attitude toward counterfeiting, religiosity has no effect to attitude toward counterfeiting, attitude toward counterfeiting has a positive significant toward willingness to repurchase, awareness of social consequences has no effect to willingness to repurchase.
Keyword : Counterfeit product, consumer behavior, willingness to repurchase.