FAKTOR-FAKTOR YANG MEMPENGARUHI PENERIMAAN KONSUMEN GENERASI Z TERHADAP METAVERSE PADA INDUSTRI MODE DI INDONESIA

HARITS IKBAR, . (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI PENERIMAAN KONSUMEN GENERASI Z TERHADAP METAVERSE PADA INDUSTRI MODE DI INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menyelidiki hubungan antara perceived usefulness, perceived enjoyment, perceived ease of use, fashion innovativeness, fashion involvement, brand experience, brand awareness, brand attitude, dan purchase intention dalam konteks penerimaan konsumen Generasi Z terhadap Metaverse pada industri mode di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi target yang terdiri atas pengguna platform Metaverse seperti Roblox, Sandbox, Zepeto, dan Decentraland. Populasi yang dapat diakses mencakup Generasi Z pengguna platform Metaverse di seluruh wilayah Indonesia. Penelitian ini menerapkan purposive sampling, yaitu metode sampling non-probabilitas. Dalam penelitian ini, terdapat 45 indikator yang dianalisis menggunakan 225 sampel. Pengumpulan data dilakukan secara daring melalui Google Form dengan kuesioner yang didistribusikan kepada pengguna platform Metaverse di seluruh Indonesia. Skala pengukuran yang digunakan adalah skala Likert. Analisis data menggunakan metode SEM-PLS, yaitu teknik statistik untuk menguji dan mengevaluasi model hubungan antarvariabel. Dari total 25 hipotesis yang diajukan, semua hipotesis diterima dengan dampak signifikan. Hasil penelitian ini menunjukkan bahwa konsumen Generasi Z menunjukkan bahwa perceived enjoyment, perceived ease of use, brand awareness, brand attitude, purchase intention, perceived usefulness, fashion innovativeness, brand experience, dan brand awareness berpengaruh signifikan terhadap penerimaan konsumen Generasi Z terhadap metaverse pada industri mode di Indonesia. ***** This study aims to investigate the relationship between perceived usefulness, perceived enjoyment, perceived ease of use, fashion innovativeness, fashion involvement, brand experience, brand awareness, brand attitude, and purchase intention in the context of Generation Z consumers' acceptance of the Metaverse in the fashion industry in Indonesia. This research uses a quantitative approach with a target population consisting of users of Metaverse platforms such as Roblox, Sandbox, Zepeto, and Decentraland. The accessible population includes Generation Z users of the Metaverse platform throughout Indonesia. This study applies purposive sampling, which is a non-probability sampling method. In this study, there were 45 indicators analyzed using 225 samples. Data collection is carried out online through Google Form with a questionnaire distributed to Metaverse platform users throughout Indonesia. The measurement scale used is the Likert scale. Data analysis uses the SEM-PLS method, which is a statistical technique to test and evaluate the model of intervariable relationships. Of the total 25 hypotheses submitted, all hypotheses were accepted with significant impact. The results of this study show that Generation Z consumers show that perceived enjoyment, perceived ease of use, brand awareness, brand attitude, purchase intention, perceived usefulness, fashion innovativeness, brand experience, and brand awareness have a significant effect on Generation Z consumers' acceptance of the metaverse in the fashion industry in Indonesia.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus. ; 2). Diena Noviarini, M.M.Si.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 27089 not found.
Date Deposited:	28 Feb 2025 03:27
Last Modified:	28 Feb 2025 03:27
URI:	http://repository.unj.ac.id/id/eprint/53831

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