The study examine independent variable independent self-construal in predicting dependent variable self direct-pleasure, self gift-giving, congruity with internal self and quality assurance. Examine the casual effect of self direct-pleasure, self gift-giving, congruity with internal self and quality assurance toward personal orientation toward luxury brand consumption, and examine personal orientation toward luxury brand consumption toward repurchase intention.

Method that is used is survey by giving respondent questioner who have income more than one million seven hundred and fifty five thousand rupiah and already consume premium product or luxury brand. Two hundred respondents include in this study, using data primer and use purposive sampling.

Result of this study show that independent self construal able to predict self directed pleasure, self gift-giving, congruity with internal self and quality assurance; self directed-pleasure, congruity with internal self and quality assurance have impact on personal orientation toward luxury brand consumption; personal orientation toward luxury brand consumption has not impact on repurchase intention.