The research problem yet many manufacturers use marketing strategies through personality traits, through the personality of the product can be customized. This study aims to examine self-monitoring, materialistic and involvement of purchase. Respondents aged 23-55 years amounted to 327 consisting of office employees. In the form of survey research methods, analytical tools used Structural Equation Modeling with Amos.The results of the first findings that self-monitoring materialistic influence on it indicates that someone who knows how to monitor themselves into centrality, happy, and successful. The second person who has a materialistic nature likely to engage purchases means that individuals have sufficient property also enjoys and mainly involved the purchase of products that affect the self-monitoring dipakai.Ketiga purchase involvement, they like to keep changing views affect goods purchased. Managerial implications to understanding the properties of consumers, manufacturers are more innovation makes fashion clothes and office supplies such as mobile phones so that consumers spend more money to demonstrate centrality, life satisfaction and happiness. Limitations of the study, for future studies further expand the respondents to be generalized.
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