The general solution is $f(x)=\pm e^{C\left(x,\frac{1}{x}\right)}$ , where $C(u,v)$ is any antisymmetric function.
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For any function $\tilde{f}:[1,\infty)\rightarrow \mathbb{R}_+^*$ such that $f(1)=1$, there is a unique extension $f:(0,\infty)\rightarrow \mathbb{R}_+^*$ defined for $x<1$ by $f(x)=1/\tilde{f}(1/x)$.
In fact this functional equation belongs to the form of http://eqworld.ipmnet.ru/en/solutions/fe/fe2111.pdf.
The general solution is $f(x)=\pm e^{C\left(x,\frac{1}{x}\right)}$ , where $C(u,v)$ is any antisymmetric function.