Informant 9 is interested to purchase gold in terms of hobby. She has been wearing gold since 8 years ago until now. Meanwhile, by considering branded and non-branded gold jewelry product, the informant 9 thinks that the branded one is too expensive rather than non-branded. In her opinion, branded product is only for certain people while non-branded product is appropriate for all society. She prefers to choose non-branded products. However, non-branded products have affordable price and have a good quality that could make the customers have an interested in. By considering the benefit of collecting and wearing gold, informant 9 thinks that it can be used in style and investment. She said if she needs money, she could mortgage her gold in Pegadaian or she could sell the gold. Differentiation between branded and non-branded design is gems, the quality of gems. Branded products are using diamond. However, the content of branded and non-branded products is same. The most expensive gold jewelry product that she ever bought was 22 carat 75% around Rp. 18.000.000 (40 gram x Rp. 450.000), and the cheapest gold that she ever bought was 22 carat 70% around Rp. 650.000 (1.5 gram x Rp. 435.000). She said, she has desired to buy more than before. About the promotion through advertising, it cannot affect her perception in buying gold. She knows gold product from her friend, and she does not need the advertising. If informant 9 wants buy or looking the new model variant of gold jewelry, she could go to gold shop.