[Tujuan penelitian ini untuk menggambarkan fenomena budaya konsumertas ?KW?. Pendekatan penelitian yang digunakan adalah kualitatif denganmenggunakan strategi studi kasus melalui teknik pengumpulan data berdasarkanobservasi dan wawancara mendalam. Hasil penelitian ini menemukan adanyasebab kemunculan perilaku kosumtif, antara lain dominasi komoditas di pasar dankomodifikasi tanda atau makna pada komoditas. Melalui penyebab kemunculan,peneliti menggambarkan budaya konsumer tas ?KW? melalui karakteristikkonsumen tas ?KW?. Konsumen terbagi menjadi dua macam, yaitu yangmengkonsumsi fungsi dan yang mengkonsumsi tanda. Untuk konsumen konsumsifungsi sekedar melihat aspek kegunaan tas sebagai alat bantu membawa barang,Untuk konsumen yang konsumsi tanda cenderung berujung pada rasa cinta danpemujaan konsumen terhadap komoditas. Motif konsumen dalam konsumsivariatif. Ada konsumen yang mengambil penanda dari komoditas untukkebutuhan tren fashion terbaru, ada juga yang mengambil tanda untukmenunjukan dirinya adalah perempuan yang feminin.. Akan tetapi secarakeseluruhan, tujuan utama konsumen konsumsi tanda adalah satu, agar dirinyalebih diterima oleh masyarakat.;The purpose of this study is to describe consumptive behaviour toward?KW?s bag. The qualitative approach is applied in this case study through adetailed data collection which is observing and in-depth interviewing. This studyfound there is some factors that make this case appear. Those factors aredomination of commodity in market and commodification of sign or meaning incommodity. Start from some causes that make this case appear, researcherdescribe consumer culture from consumer characteristic. There is two kind ofconsumer, it is consumer that consume function of the bag and consumer thatconsume sign or meaning of the bag. For the consumer who consume function ofthe bag, they look at the bag as a tool to help them carrying some stuff.Meanwhile, for consumer that consume sign or meaning, they looking forsomething inside of the bag and makes them love the bag. Researcher look thisphenomenon as a commodity fetishism. There?s different motive when consumerconsume the commodity. For example, some consumer consume to followingtrends of fashion and some of them consume to make them look more feminine.Looking at whole of the motive, researcher found the main purpose consumerconsume sign or meaning from the bag is to make consumer be able to accepted insociety., The purpose of this study is to describe consumptive behaviour toward“KW”s bag. The qualitative approach is applied in this case study through adetailed data collection which is observing and in-depth interviewing. This studyfound there is some factors that make this case appear. Those factors aredomination of commodity in market and commodification of sign or meaning incommodity. Start from some causes that make this case appear, researcherdescribe consumer culture from consumer characteristic. There is two kind ofconsumer, it is consumer that consume function of the bag and consumer thatconsume sign or meaning of the bag. For the consumer who consume function ofthe bag, they look at the bag as a tool to help them carrying some stuff.Meanwhile, for consumer that consume sign or meaning, they looking forsomething inside of the bag and makes them love the bag. Researcher look thisphenomenon as a commodity fetishism. There’s different motive when consumerconsume the commodity. For example, some consumer consume to followingtrends of fashion and some of them consume to make them look more feminine.Looking at whole of the motive, researcher found the main purpose consumerconsume sign or meaning from the bag is to make consumer be able to accepted insociety.]