Volume 3 Issue 9 (September 2021) PP. 184-208 DOI 10.35631/AIJBES.39014 Copyright © GLOBAL ACADEMIC EXCELLENCE (M) SDN BHD - All rights reserved 184 ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SMES (AIJBES) www.aijbes.com THE INFLUENCE OF MATERIALISM VALUES TOWARDS YOUNG CONSUMERS’ LUXURY FASHION PURCHASE INTENTION IN INDONESIA Erlin Dwi Septiana 1* , Annisa Rahmani Qastharin 2 1 School of Business and Management, Institut Teknologi Bandung, Indonesia Email: erlin_dwi@sbm-itb.ac.id 2 School of Business and Management, Institut Teknologi Bandung, Indonesia Email: annisa.rahmani@sbm-itb.ac.id * Corresponding Author Article Info: Abstract: Article history: Received date: 29.06.2021 Revised date: 25.07.2021 Accepted date: 16.08.2021 Published date: 02.09.2021 To cite this document: Septiana, E. D., & Qastharin, A. R. (2021). The Influence of Materialism Values towards Young Consumers’ Luxury Fashion Purchase Intention in Indonesia. Advanced International Journal of Business, Entrepreneurship and SMEs, 3 (9), 184-208. DOI: 10.35631/AIJBES.39014. This work is licensed under CC BY 4.0 Indonesia became one country of luxury fashion global expansion to developing markets. Indonesia has a large number of high-net-worth individuals that continue rising steadily, boosting sales of luxury fashion products. The luxury fashion industry in Indonesia is forecasted to expand by 7.98% annually. Indonesia's young consumers have shown their potential to be attracted by luxury fashion companies. Aligned with greater income and higher exposure of luxury fashion obtained by young consumers in Indonesia, it is predicted to be aligned with the increase of materialism values. Materialism values have proven to positively influence luxury brand consumption in several countries and are composed of social recognition, appealing appearance, financial success, defining success, acquiring centrality, and pursuit of happiness. Yet, it is unclear whether materialism values are also influential towards young luxury fashion consumers' in Indonesia. This research has the purpose to identify the variables of materialism values that positively influence purchase intention and give recommendations that can be implemented by luxury fashion companies to generate stronger marketing strategies. The quantitative method using an online questionnaire is used with the judgemental sampling technique. The data gathered from 317 respondents is tested using PLS-SEM. The research findings show the influential variables of materialism that positively influence brand engagement in self-concept as the mediating variable and have a positive indirect effect towards purchase intention from the strongest to weakest effects respectively are acquisition centrality, appealing appearance, the pursuit of happiness, and social recognition. The recommendation that can be implemented by luxury fashion companies is designing the advertisements and campaigns that are able to bring out the