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Culture is one of the key factors that directs or even determines consumer behaviour. Behaviour is related to various things, including behaviour towards consumer goods, such as cars. Therefore, in the field of economics, especially management, there is a discipline that specifically studies consumer behaviour. This study aims to reveal the behaviour of Javanese consumers towards passenger cars. This research was conducted in Malang City, utilizing a qualitative research design and analyzed using Peircean semiotics. The result shows that how men and women interpret their personal cars are generally similar, with slight differences. Keywords: personal car, Javanese, Peircean semiotics, gender

Javanese Personal Cars Consumer Behaviour (This article is developed from a part of doctorate thesis of the author)