Pengaruh Value Co-Creation dan Experiential Marketing Strategy terhadap Purchase Intention: Studi pada Produk Slow Fashion di Mall Sarinah Indonesia

Putranti, Cantika Yasmin Dwi (2024) Pengaruh Value Co-Creation dan Experiential Marketing Strategy terhadap Purchase Intention: Studi pada Produk Slow Fashion di Mall Sarinah Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Slow fashion merupakan gerakan fashion dengan proses pembuatan manual, menekankan kualitas yang lebih baik dengan harga yang lebih tinggi. Di Indonesia, istilah “slow fashion” belum begitu dikenal oleh masyarakatnya. Namun, gerakan ini berpotensi untuk diterapkan di Indonesia karena sesuai dengan karakter masyarakatnya dan nilai-nilai yang dipegang. Penelitian ini mengeksplorasi dampak perceived value co-creation dan experiential marketing strategy terhadap purchase intention pada produk slow fashion yang ada di Mall Sarinah Indonesia. Pemilihan Mall Sarinah Indonesia karena diyakini dapat memberikan value ke semua pihak yang terlibat dalam proses transformasinya dan ingin meningkatkan pengalaman ritel yang inovatif dan lebih berkesan kepada pelangganya. Penelitian ini menggunakan pendekatan kuantitatif dengan perolehan data primer melalui penyebaran kuesioner secara offline. Kuesioner ditujukan kepada pengujung UMKM slow fashion di Mall Sarinah Indonesia. Metode pengambilan sampel menggunakan purposive sampling, dengan memilih responden berdasarkan karakteristik yang relevan dengan tujuan penelitian ini yaitu pengunjung UMKM slow fashion di Mall Sarinah Indonesia. Analisis data akan dilakukan menggunakan Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa dengan penerapan strategi pemasaran berbasis pengalaman dan penciptaan value dengan melibatkan konsumen secara langsung dapat memberikan pengaruh positif terhadap persepsi konsumen akan suatu produk, yang kemudian secara tidak langsung dapat meningkatkan niat pembelian mereka. Penelitian ini diharapkan dapat memberikan wawasan yang lebih dalam tentang faktor-faktor yang memengaruhi niat pembelian dalam konteks pasar slow fashion, serta implikasi praktis bagi pemasar dan praktisi bisnis dalam mengembangkan strategi pemasaran yang efektif.
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Slow fashion is a fashion movement with a manual manufacturing process, emphasizing better quality at higher prices. In Indonesia, the term "slow fashion" is not yet well known by the public. However, this movement has the potential to be implemented in Indonesia because it is in accordance with the character of the people and the values they hold. This research explores the impact of perceived value co-creation and experiential marketing strategy on purchase intention for slow fashion products at Sarinah Indonesia Mall. Sarinah Indonesia Mall was chosen because it is believed to provide value to all parties involved in the transformation process and wants to improve the retail experience which is innovative and more memorable for its customers. This research uses a quantitative approach by obtaining primary data through distributing questionnaires offline. The questionnaire was addressed to slow fashion MSME visitors at Sarinah Indonesia Mall. The sampling method used purposive sampling, by selecting respondents based on characteristics relevant to the objectives of this research, namely slow fashion MSME visitors at Sarinah Indonesia Mall. Data analysis will be done using Structural Equation Modeling (SEM) using SmartPLS 4 software. The results of this research show that implementing experience-based marketing strategies and creating value by directly involving consumers can have a positive influence on consumer perceptions of a product, which then directly can indirectly increase their purchase intentions. This research is expected to provide deeper insight into the factors that influence purchase intentions in the slow fashion market, as well as practical implications for marketers and business practitioners in developing effective marketing strategies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Experiential Marketing Strategy, Purchase Intention, Slow Fashion, Value Co-Creation
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Cantika Yasmin Dwi Putranti
Date Deposited:	08 Aug 2024 08:28
Last Modified:	04 Sep 2024 08:01
URI:	http://repository.its.ac.id/id/eprint/111972

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