EKSPLORASI FAKTOR PENDORONG PEMBELIAN PAKAIAN THRIFT DI JAKARTA

MUHAMMAD IQBAL RASYAD, . (2025) EKSPLORASI FAKTOR PENDORONG PEMBELIAN PAKAIAN THRIFT DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fenomena thrifting di Jakarta menunjukkan pertumbuhan signifikan sebagai respons terhadap meningkatnya kesadaran masyarakat akan konsumsi berkelanjutan, preferensi gaya hidup unik, dan pertimbangan ekonomi. Penelitian ini bertujuan untuk mengeksplorasi faktor-faktor pendorong pembelian pakaian thrift di Jakarta dengan menggunakan pendekatan Theory of Consumption Values (TCV) yang mencakup lima dimensi awal: sosial, fungsional, emosional, epistemik, dan kondisional. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik Exploratory Factor Analysis (EFA). Data dikumpulkan melalui penyebaran kuesioner kepada 200 responden menggunakan teknik purposive sampling. Hasil analisis menunjukkan bahwa dari lima dimensi awal, terbentuk empat faktor utama yang memenuhi kriteria statistik (factor loading ≥ 0,5 dan eigenvalue > 1), yaitu: (1) social, (2) uniqueness, (3) curious, dan (4) price. Temuan ini diharapkan dapat menjadi dasar bagi pelaku usaha thrift dalam merancang strategi pemasaran yang lebih relevan dengan nilai-nilai konsumen masa kini. Kata Kunci: thrifting, Theory of Consumption Values, EFA, perilaku konsumen, pakaian bekas ***** The thrifting phenomenon in Jakarta has shown significant growth as a response to increasing public awareness of sustainable consumption, unique Lifestyle preferences, and economic considerations. This study aims to explore the driving factors behind thrift clothing purchases in Jakarta using the Theory of Consumption Values (TCV) approach, which initially includes five dimensions: social, functional, emotional, epistemic, and conditional. The research employs a quantitative approach with Exploratory Factor Analysis (EFA) as the analytical technique. Data were collected through questionnaires distributed to 200 respondents using a purposive sampling method. The results indicate that from the initial five dimensions, four main factors emerged that met the statistical criteria (factor loading ≥ 0.5 and eigenvalue > 1), namely: (1) social, (2) uniqueness, (3) curious, and (4) price. These findings are expected to serve as a foundation for thrift Business practitioners in designing marketing strategies that are more relevant to current consumer values. Keywords: thrifting, Theory of Consumption Values, EFA, consumer behavior, secondhand clothing

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Muhammad Iqbal Rasyad .
Date Deposited:	06 Aug 2025 07:55
Last Modified:	06 Aug 2025 07:55
URI:	http://repository.unj.ac.id/id/eprint/58368

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