PENGARUH PERILAKU KONSUMEN VINTAGE FASHION TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS IMPOR

ERILDA SYARAFINA NURIN, . (2021) PENGARUH PERILAKU KONSUMEN VINTAGE FASHION TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS IMPOR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perilaku konsumen vintage fashion terhadap keputusan pembelian pakaian bekas impor. Penelitian ini berupa penelitian kuantitatif asosiatif, data-data yang digunakan dikumpulkan dengan instrumen penelitian berupa kuesioner. Data-data yang dihasilkan berupa data ordinal yang dianalisis menggunakan metode analisis Chi Square. Landasan teori yang digunakan adalah teori vintage fashion dan perilaku konsumen. Berdasarkan hasil analisis data menunjukkan perilaku konsumen dengan indikator faktor internal (gaya hidup, motivasi, persepsi, sikap, pembelajaran, kepribadian) dan indikator faktor eksternal (keluarga, kebudayaan, kelas sosial, kelompok referensi) memiliki ρ value sebesar 0.027 < 0.05 sehingga dapat dinyatakan bahwa perilaku konsumen vintage fashion memiliki pengaruh terhadap keputusan pembelian pakaian bekas impor dengan indikator yang dominan yaitu indikator faktor internal perilaku konsumen, bahwa 98% konsumen vintage fashion memiliki faktor internal yang tinggi yang mempengaruhi proses keputusan pembelian pakaian bekas impor. Berdasarkan hasil analisis data tersebut dapat dikatakan bahwa semakin baik perilaku konsumen vintage fashion maka semakin tinggi pula keputusan pembelian pakaian bekas impor, dan setiap nilai perubahan perilaku konsumen vintage fashion akan mempengaruhi keputusan pembelian pakaian bekas impor sebesar 2.658. **** This research was to determine the influence of consumer behavior in vintage fashion on purchasing decisions of imported used clothes. This research is associative quantitative research, the data used was collected with a research instrument in the form of a questionnaire. The data generated in the form of ordinal data were analyzed using the Chi-Square analysis method. The theoretical basis used is the theory of vintage fashion and consumer behavior. Based on the data results analysis showed consumer behavior with indicators of internal factors (lifestyle, motivation, perception, attitude, learning, personality) and indicators of external factors (family, culture, social class, reference group) had a pvalue of 0.027 < 0.0. It can be stated that vintage fashion consumer behavior influenced purchasing decisions for imported used clothes with the dominant indicator was the internal factor indicator of consumer behavior, that 98% of vintage fashion consumers have high internal factors that influenced the decision process to purchase imported used clothes. Based on analysis data results, it can be said that the better the consumer behavior of vintage fashion, the higher the decision to purchase imported used clothes, and every change in consumer behavior in vintage fashion will affect the decision to purchase imported used clothes as much as 2,658.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dra. Eneng Luthfia Zahra, M.Pd. ; 2). Dra. Harsuyanti, R. Lubis, M.Hum.
Subjects: Desain Kostum, Tata Busana > Tata Busana
Divisions: FT > S1 Pendidikan Tata Busana
Depositing User: Users 14614 not found.
Date Deposited: 05 Sep 2022 03:53
Last Modified: 19 Jan 2024 05:20
URI: http://repository.unj.ac.id/id/eprint/34830

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