This study attempts to find out , motives and what purpose taken by teenagers on consume indie brand in indie clothing event .Considering the event is event that is frequented by teenagers .Moreover in matters relating to brand indie consumption. In addition researcher also want to know the act of rational and choice rationality anything taken by the visitor in this event indie clothing. Researchers use Max Weber's theory of rational action and rational choice of James S. Coleman as knives analysis in this study. This is a qualitative study with phenomenology approach. Research subjects taken are teenagers who are classified in adolescent student, teen high school students, and also teenagers who are already working. By taking some categories of juvenile above, researchers expected to be able to provide a diverse presentation of data regarding the rational action and rational choice taken by these youngsters. Data were analyzed using descriptive analysis method, and not forget to enter secondary data in order to reinforce the results of the data provided. Results of the data which appears to show the diversity of the answers given by each adolescent. Starting from the discount factor has been the main reason, up to a factor of subjective assessment given by the teenagers to the brand is consumed or simply savor the moments that exist when this event took place. Another factor regarding the quality of materials and design, also raised by teens. Especially the older teenagers like teenagers who are already working and adolescents in college. Some teens statement is also influenced rational choice teenagers. In the form of requirements, price factors, and others. So the decision made by teens to buy this indie brand, perceived as an alternative option
Keywords: Rational Action, Rational Choice, Brand Indie and event Indie Clothing