Brand is becoming an important factor in consumers' purchase descision. The impact of brand power is more contrast in the luxury market where brand add value to the product therefore premium price created. Nowadays people associated brand equity into 3 dimensions, brand loyalty, perceived quality, and brand knowledge. This research examines whether there is a positive association between brand loyalty, perceived quality, and brand knowledge in consumer's willingness to pay a premium price for luxury brand Louis Vuitton. This research also explore affective attitude and face saving as a motivation for Indonesian consumer to purchase products from luxury brand. The primary source of data for this research will be from electronic questionnaire, data collected from total of 185 respondents as sample located in Jakarta and Tangerang. Data collected then processed with SEM using SmartPLS 3.0 as supporting program. Through the process, data was analyzed and four of the five hypothesis were found significant. In conclusion, this resesrch indicates that brand loyalty, perceived quality, and brand knowledge.