Abstract:
Indonesian purchasing power decreasing around 20% - 30% for non-consumption
products like luxury fashion products, it happened because of the increment of BI rate
(Satria Hamid-General Secretary of APRINDO, 2013). Because of that, the
quantitative research was conducted to determine the factor of Jakartans‟ career
women buying behavior towards luxurious fashion products. Around 400
questionnaires were distributed via online and manual, and 338 of them could be used
for the analysis. The research was focused on the theory of consumer buying behavior
that related to the consumption of luxurious products like personal values and social
recognition. The software well-known as SPSS used to analyze the data to test the
validity, reliability, and factor analysis. The research determined that there are four
factors that influenced the Jakartans‟ career women to purchase the luxurious fashion
products. The factors are vanity, conformity, prestige, and the need for uniqueness.
