Analisis Perceived Value, Perceived Risk, Dan Scarcity Terhadap Purchase Intention(Studi Kasus: Secondhand Clothingdi Online Thrift Store)

Zahwa Konia Rahmamilena, Zahwa Konia Rahmamilena (2022) Analisis Perceived Value, Perceived Risk, Dan Scarcity Terhadap Purchase Intention(Studi Kasus: Secondhand Clothingdi Online Thrift Store). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Saat ini, industri fashiondi Indonesia berkembang sangat pesat. Kondisi tersebut didukung dengan adanya fenomena fast fashion, yaitu pergantian trend fashion dengan sangat cepat mengakibatkan laju konsumsi pakaian meningkat dan jumlah sampah pakaian semakin bertambah.Namun, seiring dengan berjalannya waktu,pakaian bekas saat ini memiliki nilai jual dan telah menjadi sebuah bisnis yang disebut thrifting. Saat ini, banyak ditemui penjual pakaian bekas online thrift store di platform Social Commerce Instagram. Akan tetapi,kondisi pakaian bekas yang tidak diketahui siapa pemilik sebelumnya,dapat menimbulkan berbagai persepsi sehingga konsumen harus mempertimbangkan beberapa faktor sebelum membeli pakaian tersebut. Maka dari itu, penelitian ini bertujuan untuk menganalisis pengaruh perceived value, perceived risk, dan scarcity terhadap purchaseintention pembelian secondhand clothing di online thrift store dengan variabel mediasi attitude toward product.Penelitian ini merupakan model penelitian conclusive-descriptive dengan pendekatan kuantitatif. Data penelitian ini diperoleh melalui survey research dengan menyebarkan kuesioner online melalui Google form kepada para konsumen berusia 18-64tahun yang pernah membeli produk secondhand clothing di onine thrift store Instagram.Untuk mencapai tujuan penelitian, maka teknikpengolahan dan analisis data penelitian ini menggunakan analisis deskriptif, PLS-SEM, dan Uji T. Temuan dari penelitian menunjukkan bahwa consumer perceived value dan consumer perceived risk, tidak berpengaruh signifikan pada purchase intention. Namun, variabel perceived scarcitymemiliki pengaruh signifikan positif terhadap purchase intention. Selain itu, attitude berperan penting dalam memediasi ketiga variabel tersebut dengan purchase intention. Penelitian ini memberikan gambaran faktor apa saja yang mempengaruhi niat pembelian konsumen terhadap pakaian bekas yang dijual di online thrift store.
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Currently, Indonesia’s fashion industry is growing rapidly. This condition is supported by the phenomenon of fast fashion, namely changing fashion trends very quickly resulting in the rate of clothing consumption increasing and the amount of clothing waste increasing. This condition is supported by the fast fashion phenomenon, which is changing fashion trends very quickly causes the consumption rate of clothes to increase and the amount of clothing waste is increasing too.However,nowdays, secondhandclothing has a selling value and has become a business called thrifting. There aremany thrift store secondhandclothing sellers on Social Commerce Instagram.However, the condition of secondhand clothing, which is unknown to the owner beforehand, can lead to various perceptions so that consumers must consider several factors before purchasing the clothes.Therefore, this study aims to analyze the effect of perceivedvalue, perceivedrisk and scarcity on purchase intention of secondhand clothing in online thrift stores with mediating variabel attitude toward product. This research is a conclusive-descriptive research model with a quantitative approach. This research data was obtained through survey research by distributing online questionnaires through Google forms to consumers intended 18-34 years who had purchased fashion products owned by influencers and non-influencers. To achieve the research objectives, the data processing and analysis techniques of this study used descriptive analysis, PLS-SEM, and T-Test.The findings from this study indicate that consumer perceived value and consumer perceived risk have no significant effect on purchase intention. However, the perceived scarcity variable has a significant positive effect on purchase intention. In addition, attitude plays an important role in mediating these three variables with purchase intention. This study provides an overview of what factors influence consumer purchase intentions for secondhand clothing at online thrift stores.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 2 Rah a-1 2022
Uncontrolled Keywords:	Perceived Value,Perceived Risk, Scarcity, Attitude, Purchase Intention, ThriftStore, Secondhand Clothing
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	04 Nov 2022 07:33
Last Modified:	04 Nov 2022 07:33
URI:	http://repository.its.ac.id/id/eprint/95057

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