<![CDATA[The rising consumption of counterfeit automotive spare parts in Indonesia presents significant challenges, particularly in the automation sector where product quality directly affects safety and operational performance. Despite increased enforcement and awareness efforts, many consumers continue to knowingly purchase non-deceptive counterfeit products. This study aims to examine and discuss the influence of Novelty Seeking, Social Influence, Social Status Consumption, and Store Image on the Consumption of Counterfeit Products, with Perceived Value acting as a mediating variable. A total of 396 respondents, all of whom are Indonesian consumers with experience purchasing counterfeit spare parts, participated in this study. A quantitative research approach was used, utilizing a structured questionnaire as the primary instrument. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS. Furthermore, the structural equation modeling results confirm that perceived value acts as a significant mediator in the relationship between novelty seeking, social influence, social status, store image, and the consumption of counterfeit automotive spare parts (specific indirect effects, p<0.05) The results show that all independent variables have a positive influence on counterfeit product consumption. Additionally, Perceived Value plays a significant mediating role in these relationships. This study clarifies the psychological, social, and perceptual mechanisms that sustain counterfeit consumption and provides valuable insights for policymakers and brand managers in addressing this growing issue.]]>
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