#TITLE_ALTERNATIVE#

• Main Author: ADHITAMA (19008133), ERGY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14151
• Institution: Institut Teknologi Bandung

This market cultural study is written in order to analyze the phenomenon of premium handbags <br /> <br /> <br /> <br /> <br /> <br /> in Jakarta. Bags referred in this study are the bags which have a price above ten millions rupiah. <br /> <br /> <br /> <br /> <br /> <br /> Some people including the author tend to feel that the demand level of premium bags is <br /> <br /> <br /> <br /> <br /> <br /> irrational. In Jakarta however, it is acceptable and quite common to have a bag that costs tens of <br /> <br /> <br /> <br /> <br /> <br /> millions, even hundreds of millions. The power of branding stimulates women to make shifts in <br /> <br /> <br /> <br /> <br /> <br /> the value of premium bags in society. The societies respond as well in return so that the topic of <br /> <br /> <br /> <br /> <br /> <br /> ownership has become a phenomenon and common. This has been proven by the significant <br /> <br /> <br /> <br /> <br /> <br /> level of consumerism in Jakarta. Women of all ages always feel the need to have their pricey <br /> <br /> <br /> <br /> <br /> <br /> tote bags around to accompany them in their activities. For this reason, there are questions <br /> <br /> <br /> <br /> <br /> <br /> inside the author’s mind, what the real reason is behind this unusual phenomenon that causes <br /> <br /> <br /> <br /> <br /> <br /> women to buy a bag that equals to an expensive European sport car. <br /> <br /> <br /> <br /> <br /> <br /> The author finds that the topic of ownership of these expensive tote bags are really interesting <br /> <br /> <br /> <br /> <br /> <br /> and this intrigues the author to do further research on this matter from motivational aspect, <br /> <br /> <br /> <br /> <br /> <br /> information earning and attribute evaluation. From this research, the author will meet what <br /> <br /> <br /> <br /> <br /> <br /> triggers the consumption of those high-priced bags and the attributes that are being considered <br /> <br /> <br /> <br /> <br /> <br /> in events of consumption. The author collected information from authors theories regarding data <br /> <br /> <br /> <br /> <br /> <br /> obtained from associated books and journals.