This study aims to examine the factors that influence the decision to purchase leather bags in Indonesia. The factors are adapted from consumer preference for luxury products and online purchases. This present research adopted new factors, namely custom orders and delivery time. This study uses nine factors: price, functionality, individual value, social influence, vanity, style and design, brand, delivery time, and custom orders. The method used was Structural Equation Modeling (SEM). Data were taken from 3 clusters of producers, namely Magetan, Garut and Yogyakarta, online using Google Forms. Data from the questionnaires showed that 287 samples of 123 respondents bought leather bags from Magetan, 120 from Garut and 44 from Yogyakarta. Factors that significantly affected the purchase decision on products were functionality, vanity, style and design and custom order.