Analisis Online Second-Hand Shopping Motivation (OSSM) Terhadap Keputusan Pembelian Produk Fashion Di Masa Pandemi Covid-19

Fithriyah, Naurah Laili (2021) Analisis Online Second-Hand Shopping Motivation (OSSM) Terhadap Keputusan Pembelian Produk Fashion Di Masa Pandemi Covid-19. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri fashion menunjukkan peningkatan seiring dengan kemajuan teknologi. Fashion dan kecantikan berada pada peringkat nomor satu untuk kategori produk yang paling banyak dibeli secara online di e-commerce oleh para konsumen Indonesia. Meroketnya industri fashion tidak hanya untuk produk fashion jadi, fashion bekas juga ikut tumbuh. Di masa pandemi COVID-19, konsumen lebih memilih penawaran dari rumah, hal tersebut menjadikan penjualan fashion bekas online tumbuh sebesar 69% di 2020, sementara sektor fashion ritel yang menyusut sebanyak 15%. Di era pandemi, terjadi perubahan minat pada masyarakat Indonesia, konsumen lebih senang membeli produk fashion bekas dikarenakan ingin lebih menghemat pengeluaran. Peningkatan pembelian produk fashion bekas secara online yang dilandasi oleh berbagai motif. Penelitian ini dilakukan dengan tujuan menganalisis peran motivasi terhadap keputusan pembelian produk fashion bekas. Penelitian terdahulu meneliti mengenai motivasi apa yang mendasari pembelian barang bekas secara online yang dikenal dengan istilah OSSM (Online Second-hand Shopping Motivation), namun masih jarang ditemukan penelitian yang meneliti motivasi pembelian barang bekas secara online pada produk fashion bekas di Indonesia. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, teknik pengolahan dan analisis data pada penelitian ini menggunakan analisis deskriptif dan PLS-SEM. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah responden 367 sampel. Hasil menunjukkan bahwa Online Second-hand Shopping Motivation berhubungan positif dan signifikan terhadap keputusan pembelian produk fashion bekas secara online. Terdapat implikasi manajerial yang disusun untuk pihak penjual fashion bekas online dengan tujuan menarik konsumen sehingga melakukan pembelian produk fashion bekas. ===================================================================================================== The development of the fashion industry is currently showing an increase in line with technological advances. Fashion and beauty are ranked number one for the product category most purchased online in e-commerce by Indonesian consumers. The rocketing of the fashion industry is not only for new products, second-hand fashion is also growing. During the COVID-19 pandemic, consumers preferred offerings from home, this made second-hand fashion online sales grow by 69% in 2020, while the fashion retail sector shrank by 15%. In the pandemic era, there has been a change in interest in Indonesian society, consumers prefer to buy second-hand fashion products because they want to save more on expenses. An increase in the purchase of online second-hand fashion is based on various motives. This research was conducted with the aim of analyze the role of motivation in purchasing decisions for second-hand fashion. Previous research has examined what motivation underlies the purchase of second-hand online products known as Online Second-hand Shopping Motivation (OSSM), but it is still rare to find research that examines the motivation for purchasing online second-hand fashion in Indonesia. This research is a conclusive descriptive – multiple cross-sectional research model with a quantitative approach. To achieve the research objectives, the data processing and analysis techniques in this study used descriptive analysis and PLS-SEM. Data was collected using an online questionnaire with a total sample of 367 respondents. The results show that Online Second-hand Shopping Motivation has a positive and significant relationship with purchase intention for second-hand fashion products. There are managerial implications that are arranged for second-hand fashion sellers to attract consumers so that they make purchases of the products.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: fashion bekas, keputusan pembelian, motivasi pembelian second-hand fashion, shopping motivation, purchase intention
Subjects: H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Naurah Laili Fithriyah
Date Deposited: 29 Jul 2021 06:57
Last Modified: 29 Jul 2021 06:57
URI: https://repository.its.ac.id/id/eprint/84568

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