Gaya hidup seseorang adalah gaya hidup yang diekspresikan oleh aktivitas, minat, dan opini seseorang. Dalam studi ini, fokus pada studi VALS tentang Konsumsi barang mewah (merek mewah). Penghapusan uang adalah masalah besar untuk produk dan merek mewah. Penelitian ini bertujuan untuk mengetahui pengenalan merek, kategorisasi merek dan minat pembelian responden pada produk smartphone dan parfum yang dirancang pada nama atribut dan tampilan menggunakan pendekatan semiotik. Penelitian ini menggunakan desain eksperimental. Data yang diperoleh melalui kuesioner online dibagikan kepada 120 responden. Hasil responden direkapitulasi dan ditabulasikan kemudian diuji oleh model penelitian menggunakan Two-Way Analysis of Variance (ANOVA). Hasil penelitian menunjukkan bahwa terdapat perbedaan minat beli yang signifikan pada nama produk yang identik, mirip dan berbeda pada produk dan parfum smartphone. Temuan-temuan ini memberikan beberapa implikasi teoritis dan praktis yang penting dalam bagaimana minat beli yang berbeda terhadap barang-barang mewah dipalsukan.

Kata Kunci: VALS, Pemalsuan, Semiotik, Pengakuan merek, Niat membeli

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