| Summary: | The use of branded goods, especially international brands are now starting to evolve
and favored by consumers in Indonesia. Branded goods is now much in demand by young
people, which in this study is called generation Y which is the generation that has
tendency and desire to spend money on fashion. The motive of the purchase of a branded
fashion goods can be caused by their perception of brand status and attitudes toward the
brand. Based on this phenomenon, the researcher is interested in studying the involvement
of consumer fashion, attitude and perception of brand status on willingness to pay a
premium.
This study uses survey research from which data are then processed through a simple
regression analysis using SPSS program. Results of regression analysis state that the most
influential factor in branded good purchase is the attitude toward the brand. Consumers
buy branded goods because they consider whether the product provides more benefits for
them before purchasing. Therefore, manufacturers of branded products need to consider
the variable attitudes toward brands and marketers need to improve on the status factor to
the brand because when consumers see the brand status, the more easily they are affected
to a direct purchase (without regard to its benefits first).
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