ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kerentanan konsumen terhadap intensi membeli produk fashion tiruan dengan sikap atas produk tiruan sebagai mediator. Laporan MIAP menunjukkan sebagian konsumen di Indonesia kurang memerhatikan keaslian produk ketika akan membeli suatu produk fashion, akibatnya banyak di antara masyarakat yang kemudian membeli produk fashion tiruan. Dampak dari peredaran produk fashion tiruan menyebabkan produsen produk asli hingga pemerintah mengalami

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... rugian yang cukup besar. Penelitian dilakukan dengan menggunakan kuesioner yang disebar secara online kepada individu yang mengetahui produk fashion tiruan dan berusia 18 tahun ke atas. Hasil penelitian menunjukkan adanya peran mediasi yang signifikan dari sikap atas produk tiruan dalam pengaruh kerentanan konsumen terhadap intensi membeli produk fashion tiruan, serta terjadi mediasi secara parsial dari tiga variabel tersebut. Kata kunci: intensi membeli, kerentanan konsumen, produk fashion tiruan, sikap ABSTRACT This study aims to determine the effect of consumer vulnerability on the intention to buy counterfeit fashion products with attitudes towards counterfeit products as a mediator. The MIAP report shows that some consumers in Indonesia do not pay attention to the authenticity of the product when they are going to buy a fashion product, as a result, many people buy counterfeit fashion products. The impact of the circulation of counterfeit fashion products causes producers of original products to the government to suffer considerable losses. The study was conducted using a questionnaire distributed online to individuals who know about counterfeit fashion products and are aged 18 years and over. The results showed that there was a significant mediating role of attitudes towards counterfeit products in the influence of consumer susceptibility to the intention to buy counterfeit fashion products, and there was a partial mediation of the three variables.