<![CDATA[This study aims to analyze the mediating role of global motives, namely attitude, perceived behavioral control, and subjective norms in the influence of self-identity and conspicuous value on purchase intention for imported luxury handbags. The sampling technique used was purposive sampling. To test all variables, the researcher distributed questionnaires to 304 millennials residing in Jakarta who have knowledge of imported luxury handbags but have never purchased them. Data analysis was conducted using SEM-PLS with smartPLS 4.0 software. The results show that self-identity, conspicuous value, and perceived behavioral control do not influence purchase intention. In contrast, attitude and subjective norms exhibit an effect on purchase intention. Furthermore, self-identity influences attitude, perceived behavioral control, and subjective norms. Conspicuous value, on the other hand, has an effect on attitude but does not directly affect perceived behavioral control or subjective norms. Additionally, the study finds no mediating role of global motives (attitude, perceived behavioral control, and subjective norms) in the relationship between self-identity and purchase intention. However, attitude and subjective norms fully mediate the effect of conspicuous value on purchase intention, whereas perceived behavioral control does not. Keywords: Self-Identity; Conspicuous Value; Attitude; Perceived Behavioral Control; Subjective Norms; Purchase Intention.]]>
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