Informant 4 is interested to purchase gold in terms of hobby and heritance from parents. She has been wearing and collecting gold since 10 years ago until now. Meanwhile, by considering branded and non-branded gold jewelry product, the informant thinks that the branded one has luxury quality and expensive price. Based on Informant 4 opinion, she thinks branded products only for certain people. Branded product gems are using diamond, it makes the product different with non-branded. However, she prefers to choose non-branded. Non-branded products have a many variants of model, affordable price, and appropriate for all society. Therefore, she does not really like branded product. For her, the important is gold that has good quality content such as 23 carat 91.6%, it is already enough. About the benefit of wearing gold, her assumptions are for the future and investment. She thinks, not only for collector but it is also for distributor business. Differentiation between branded and non-branded design is gems, the quality of gems. But content of branded and non-branded products are same. The most expensive gold that she ever bought was 23 carat 91.6% around Rp. 17.250.000 (30 gram x Rp. 575.000), and the cheapest gold that she ever bought was 22 carat 75% around Rp. 1.410.000 (3 gram x Rp. 475.000). She said that she has desired to buy more than before because of hobby. The promotion through advertising, it is very influenced her. It is from magazine and internet. She said, advertising can give us more desired to buy the gold products that appropriate with hobby.