Luxury purchases may reflect practical value as well as reputation, exclusivity, prestige, and social meaning. This study examines Purchase Intention toward luxury-brand products in the LVMH context using the Theory of Planned Behavior (TPB), with Brand Image included as a direct predictor and as a proposed moderator of the relationships between Attitude, Subjective Norm, Perceived Behavioral Control (PBC), and Purchase Intention. Signaling theory provides an additional perspective for understanding how luxury brands can communicate quality, status, and identity through brand reputation and visible product cues. A quantitative, cross-sectional survey was conducted using an online structured questionnaire with a five-point agreement scale. Purposive non-probability sampling was used to recruit respondents who had purchased luxury-brand products and had owned or used such products for more than one year. Of 126 submissions, 118 complete and valid responses were retained for analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3.2.9. The reported results show positive and statistically significant relationships between Attitude (β = 0.396) and Brand Image (β = 0.348) and Purchase Intention. Subjective Norm is also positive (β = 0.219), although its significance should be confirmed against the final test-direction setting. PBC is not statistically significant, and none of the three Brand Image interaction terms is significant at the 5% level. The reported R2 is 0.713. The findings are limited by the cross-sectional design, purposive sampling, and the need to confirm final measurement and structural diagnostics.