THE INFLUENCE OF SOCIAL ASPECTS, HEDONISM, AND ETHICS ON ONLINE PURCHASE INTENTION OF COUNTERFEIT MSMES PRODUCTS: THE MEDIATING ROLE OF CONSUMER ATTITUDE

Abstract

The rapid expansion of e-commerce in Indonesia has reshaped consumer behavior, particularly in the growing demand for counterfeit products imitating MSME brands. While these products are attractive due to affordability and social acceptance, they raise serious concerns about consumer ethics, legal protection, and the long-term sustainability of authentic local businesses. This study aims to investigate the role of social influence, hedonic motivation, and ethical awareness in shaping consumers’ online purchase intention of counterfeit MSME products, with consumer attitude as a mediating factor. A quantitative explanatory design was applied by distributing structured online questionnaires to 400 respondents who had online shopping experience in the past six months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social influence and hedonism significantly and positively affect consumer attitudes toward counterfeit products, while ethical awareness negatively influences attitudes. Furthermore, consumer attitude partially mediates the relationship between social and hedonic factors and purchase intention, while fully mediating the impact of ethics. These findings highlight the psychological mechanisms behind counterfeit purchasing behavior and confirm the applicability of the Theory of Planned Behavior in the digital context. In conclusion, effective interventions should not only increase ethical awareness but also address social validation and hedonic drivers to protect MSME sustainability in Indonesia’s digital marketplace.