Pengaruh Faktor Determinan Dari Thrifting Pada Produk Branded Pada Generasi Z Kota Malang

Cahyono, Argy Falah Bintang (2026) Pengaruh Faktor Determinan Dari Thrifting Pada Produk Branded Pada Generasi Z Kota Malang. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fenomena thrifting di kalangan Generasi Z menunjukkan pergeseran pola konsumsi dari fast fashion menuju praktik yang lebih berorientasi pada keberlanjutan. Namun, dalam konteks thrifting produk branded, perilaku konsumsi ini tidak hanya dipengaruhi oleh kesadaran lingkungan dan etika konsumsi, tetapi juga oleh kecenderungan hedonis terhadap merek ternama yang memberikan nilai simbolik, prestise, dan kepuasan emosional. Thrifting produk branded tidak semata dipandang sebagai alternatif belanja yang ekonomis, melainkan juga sebagai sarana ekspresi diri dan pembentukan identitas konsumsi. Penelitian ini bertujuan untuk menganalisis pengaruh kepedulian lingkungan, penghormatan etis, dan aspek biaya terhadap perilaku konsumsi produk branded pada Generasi Z dalam aktivitas thrifting di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan penentuan jumlah sampel berdasarkan rumus Cochran. Hasil penelitian menunjukkan bahwa kepedulian lingkungan berpengaruh positif dan signifikan terhadap perilaku konsumsi produk branded, yang mengindikasikan bahwa kesadaran akan dampak lingkungan mendorong Generasi Z memilih produk branded melalui praktik thrifting. Aspek biaya juga berpengaruh positif dan signifikan, menunjukkan bahwa persepsi harga yang lebih terjangkau memperkuat kecenderungan konsumsi terhadap produk branded. Sebaliknya, penghormatan etis tidak berpengaruh signifikan, yang mengindikasikan bahwa pertimbangan etika produksi belum menjadi faktor utama dalam keputusan konsumsi. Temuan ini menegaskan bahwa perilaku konsumsi produk branded pada Generasi Z dalam aktivitas thrifting lebih dipengaruhi oleh orientasi hedonis dan efisiensi biaya dibandingkan pertimbangan etis.
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The thrifting phenomenon among Generation Z indicates a shift in consumption patterns from fast fashion to more sustainability-oriented practices. However, in the context of thrifting branded products, this consumption behavior is not only influenced by environmental awareness and consumption ethics, but also by hedonic tendencies towards well-known brands that provide symbolic value, prestige, and emotional satisfaction. Thrifting branded products is not only seen as an economical shopping alternative, but also as a means of self-expression and the formation of a consumer identity. This study aims to analyze the influence of environmental awareness, ethical respect, and cost aspects on the consumption behavior of branded products among Generation Z in thrifting activities in Malang City. This study uses a quantitative approach with a survey method. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The sampling technique used was non-probability sampling with the determination of the sample size based on the Cochran formula. The results show that environmental awareness has a positive and significant effect on the consumption behavior of branded products, indicating that awareness of environmental impacts encourages Generation Z to choose branded products through thrifting practices. The cost aspect also had a positive and significant effect, indicating that the perception of more affordable prices strengthens the tendency to consume branded products. Conversely, ethical respect did not have a significant effect, indicating that ethical considerations in production are not yet a major factor in consumption decisions. These findings confirm that the branded product consumption behavior of Generation Z in thrifting activities is more influenced by hedonic orientation and cost efficiency than ethical considerations.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Thrifting, Motivasi Hedonisme, Kepedulian Lingkungan, Penghormatan Etis, Aspek Biaya, Produk Branded, Thrifting, Hedonism Motivation Value, Environtmental Concern, Ethical Revrence, Cost Aspect, Branded Product
Subjects:	H Social Sciences > HF Commerce > HF5415.155 Product life cycle. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Developmental Studies > 60201-(S1) Undergraduate Thesis
Depositing User:	Argy Falah Bintang Cahyono
Date Deposited:	02 Feb 2026 00:27
Last Modified:	02 Feb 2026 00:27
URI:	http://repository.its.ac.id/id/eprint/131401

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