This study aimed to investigate the purchasing behavior of Generation X and Generation Y consumers residing in Lamphun Province who purchase luxury handbags at stores in Chiang Mai Province. It also examines the marketing mix factors influencing their purchasing decisions. This quantitative research utilized questionnaires to collect data from a sample of 400 respondents selected via quota sampling. The results showed that the majority of respondents were female, employed in private companies, held a bachelor’s degree, and had an average monthly income of 60,001–80,000 baht. The purchasing behavior revealed that Louis Vuitton handbags were the most popular choice, primarily handbags. Key reasons for purchase included personal preference, image enhancement, and collecting. Furthermore, product factors had the greatest influence on purchasing decisions, followed by distribution, marketing promotion, and price. The research findings can be used as a guideline for developing marketing strategies for luxury goods businesses in northern Thailand.