The Research On Influence Factors, Purpose, Value People’s Buying Luxury Branded Goods In Indonesia

The aim of This Thesis is to Research on Influence Factors, Purpose, Value For People’s Buying Luxury Branded Goods In Indonesia. Luxury Goods have always been associated with exclusiveness, wealth and power, and have been identified with satisfying desires. In practical terms, luxury is not only associated with sumptuousness, extravagance, superfluity, frivolity, appearance and material power, but also with indulgence, easy living and opulence. It implies "good taste".In the literature, luxury corresponds to the expression of desire and emotions (Alleres, 2008). There are some backgroundspersonal which influence people to owning luxury goods such as gender, age, last complete education, occupation, income. After, all, these objects best exemplify individual subjectivity and the influence of culture on the human being (D’angelo,2004), assisting in the multidisciplinary approach to research in the area.From the report 2013 it shows that Indonesia people have buy 10% of the Luxury goods in the world(Husband, P,2010). Luxury goods to be researched in my thesis were only included expensive accessory which are watches, bags, shoes, apparel, perfumers and so on.This thesis is use two ways to research so we have two group of population too. For quantitative method that is questionnaire, I use 200 answers of questionnaire for my thesis and for qualitative method I did personal interview model, and I interviewed 30 person. And all the interviewees in my thesis are all the person that already purchased a luxury brand, could complete the online questioner and interview.From the result of interview and the questionnaire I found that Indonesian people think that buy luxury goods and owning luxury goods demonstrates success and social status,own luxury goods because they are popular in social circle and own luxury goods can bring confidence, and also the most important is pride. While there may be several different motivations for status consumption, the general goal is identical, oftentimes consumers will pay premiums for luxury goods with no significant differences in quality simply to reflect a high status.By general understanding in Indonesia wearing Luxury cloths, driving luxury cars and living in luxury houses are the prove of wealth, but Indonesian people don’t know too much about how to match these luxuries to their life status. Most Indonesia consumers just match luxuries to fortune, but they don’t understand the reality behind. Indonesian people should understand the luxury culture, learn how to match the different lifestyle. In my opinion I hope that Indonesian people be able to be moving toward the higher level of consumption value that purchase of luxury is not just for " impressing other " but more for their own self-satisfaction. As expected, luxury consumption is regarded as a sign of wealth and status to the Indonesian People. However, as general progress, it is believed that in the near future Indonesian people consumption value will undergo a process of change toward the value of self-satisfaction and as a " way of life ".