DETERMINASI NIAT BELI KONSUMEN TERHADAP PRODUK THRIFT DALAM PERSPEKTIF SUSTAINABLE FASHION DI PASAR SENEN

Ragon Sepzerofor, Tommy Setiawan Ruslim

Abstract


Industri fashion menjadi salah satu sektor yang paling berkontribusi terhadap kerusakan lingkungan akibat praktik fast fashion yang ditandai oleh produksi masif, perputaran tren yang cepat, dan tingginya limbah tekstil. Penelitian ini bertujuan untuk menganalisis faktor-faktor penentu yang memengaruhi niat beli terhadap produk thrifting dalam sustainable fashion di Pasar Senen, dengan menguji variabel pengetahuan konsumen, sikap, norma subjektif, dan persepsi kontrol perilaku. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei cross sectional. Data diperoleh melalui kuesioner yang disebarkan kepada 247 responden, dan setelah proses screening question diperoleh 224 responden yang valid untuk dianalisis menggunakan teknik purposive sampling. Data dianalisis menggunakan PLS-SEM dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa pengetahuan konsumen, sikap, dan norma subjektif berpengaruh positif dan signifikan terhadap niat beli, sedangkan persepsi kontrol perilaku berpengaruh negatif dan tidak signifikan terhadap niat beli.

Keywords


Pengetahuan Konsumen; Sikap; Norma Subjektif; Persepsi Kontrol Perilaku; Niat Beli

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DOI: https://doi.org/10.37479/jimb.v9i1.38693

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