| Summary: | Indonesia's fashion industry today has grown rapidly. Growth can be seen
from the increasing number of shopping centers in major cities throughout
Indonesia, where it sells a wide range of fashion products. One of the fashion
products that are given great attention by the public, especially women consumers
are handbags .
Handbags are no longer seen in terms of functionality, but have become part
of fashion. More and more women are choosing a bag that can be combined with
matching clothes she wears, or even just to enhance the prestige. One of the local
fashion handbags products are quite popular is Webe. With a high price, target of
consumer of Webe is a women who needed to increase their prestige .
SOR theory is used to understand the phenomena that occur in this study.
This theory emphasizes the presence of the organism ( O ) to assess the quality of
the stimulus ( S ) received repeated as a form of response or feedback ( R ) . From
the survey results , it is known that the brand attributes such as color , material ,
shape , and size greatly affects the attitudes of female consumers in assessing
Webe bag .
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