The Influence Of Sustainability Efforts And Offline Marketing Towards Consumer Purchase Decision Through Consumer Perception As Intervening Variable On Slow Fashion And Fast Fashion Brands

Yasmine, Syarafina Nayla (2025) The Influence Of Sustainability Efforts And Offline Marketing Towards Consumer Purchase Decision Through Consumer Perception As Intervening Variable On Slow Fashion And Fast Fashion Brands. Other thesis, Institut Teknologi Sepuluh Nopember.

	Text 5031211091_Syarafina Nayla Yasmine_Undergraduate Thesis for S1.pdf - Accepted Version Restricted to Repository staff only Download (5MB) | Request a copy
	Text 5031211091-Undergraduate_Thesis.pdf Restricted to Repository staff only until 1 April 2027. Download (5MB) | Request a copy

Abstract

Ekspansi industri fast fashion telah menimbulkan permasalahan lingkungan dan etika yang signifikan, sehingga mendorong minat terhadap alternatif yang berkelanjutan. Ketika fast fashion berkontribusi terhadap limbah tekstil dan degradasi lingkungan, kesadaran konsumen akan keberlanjutan semakin meningkat. Studi ini mengkaji persepsi konsumen terhadap upaya keberlanjutan yang dilakukan merek fesyen lambat dan cepat di Indonesia, dengan fokus pada peran strategi pemasaran offline. Menggunakan pendekatan kuantitatif dengan jumlah responden sebanyak 200 orang, pengumpulan data dilakukan melalui survei online dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS versi 4 Hasil penelitian menunjukkan bahwa upaya keberlanjutan berpengaruh signifikan terhadap persepsi konsumen dan keputusan pembelian. Strategi pemasaran offline, seperti daur ulang di dalam toko, pemajangan bahan ramah lingkungan, dan layanan perbaikan, meningkatkan kepercayaan merek dan kesadaran konsumen. Studi ini menawarkan wawasan teoritis mengenai hubungan antara keberlanjutan, pemasaran offline, dan pengambilan keputusan konsumen, sekaligus memberikan rekomendasi praktis bagi merek untuk menyempurnakan strategi pemasaran mereka dan mendorong konsumsi berkelanjutan.
==================================================================================================================================
The fast fashion industry's expansion has raised significant environmental and ethical concerns, driving interest in sustainable alternatives. As fast fashion contributes to textile waste and environmental degradation, consumer awareness of sustainability is growing. This study examines consumer perceptions of sustainability efforts by slow and fast fashion brands in Indonesia, focusing on the role of offline marketing strategies. Using a quantitative approach with 200 respondents, data was collected via online surveys and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS4 software. Results show that sustainability efforts significantly influence consumer perceptions and purchasing decisions. Offline marketing strategies, such as in-store recycling, sustainable material displays, and repair services, enhance brand trust and consumer awareness. The study offers theoretical insights into the link between sustainability, offline marketing, and consumer decision-making, while providing practical recommendations for brands to refine their marketing strategies and promote sustainable consumption.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Perception, Ethical Consumer Behavior, Fast Fashion, Offline Marketing, Slow Fashion, Sustainability
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Syarafina Nayla Yasmine
Date Deposited:	02 Feb 2025 02:51
Last Modified:	02 Feb 2025 02:51
URI:	http://repository.its.ac.id/id/eprint/117557

Actions (login required)

View Item