MIFTAHUL JANNAH KHAERUNNISA, . (2025) ANALISIS TINGKAT MINAT BELI PRODUK SUSTAINABLE FASHION PADA GENERASI Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Konsep sustainable fashion saat ini menjadi sebuah trend global terutama dikalangan Gen Z dan Milenial yang lebih melek akan isu lingkungan. Konsep ini lahir dari keprihatinan atas dampak buruk yang dihasilkan dari produksi fast fashion. Penelitian ini bertujuan untuk menganalisis tingkat minat beli Generasi Z Jabodetabek pada produk sustainable fashion dengan menggunakan Theory of Planned Behavior. Populasi dari penelitian ini adalah Generasi Z yang berdomisili di Jabodetabek. Data dikumpulkan melalui online kuesioner dan hasilnya terkumpul 123 responden yang telah memenuhi syarat. Metode pengambilan sampel menggunakan purposive sampling. Penelitian ini merupakan penelitian kuantitatif yang menggunakan teknik analisis deskriptif dengan menggunakan perhitungan skala berbobot dan skala interval. Hasil dari penelitian ini adalah Generasi Z di wilayah Jabodetabek memiliki tingkat minat beli yang tinggi pada produk sustainable fashion dan seluruh indikator dalam Theory of Planned Behavior (Attitude toward behavior, Subjective norms, Perceived Behavioral Control) berkontribusi dalam membentuk minat beli Generasi Z di wilayah Jabodetabek pada produk sustainable fashion. ***** Sustainable fashion concept has become a global trend. Particularly among Generation Z and Millenials who are more aware with environmental issues. The emergence of this concept is based on concern over negative impact from fast fashion production. This study aim to analyze the level purchase intention Generation Z in Jabodetabek region towards sustainable fashion product by applying Theory of Planned Behavior. The target of this research is Generation Z residing in the Jabodetabek region. The data were colected through an online questionnaire, resulting 123 respondents who met the eligibility criteria. This is quantitative research and this study use purposive sampling methode and applies descriptive analysis techniques using weighted scale and interval scale calculations. The result of this study indicate Generation Z in Jaboedetabek region has high level of purchase intention toward sustainable fashion product. All indicators in Theory of Planned Behavior – Attitude, Subjective norms, and Perceived behavioral control – significantly contribute to shaping Generation Z’s purcahase intention toward sustainable fashion product in Jabodetabek region
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Prof.Dr. Mohamad Rizan, SE.,M.M. ; 2). Nofriska Krissanya S.E.,M.B.A. |
Subjects: | Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen |
Divisions: | FE > D IV Pemasaran Digital |
Depositing User: | Users 31668 not found. |
Date Deposited: | 26 Sep 2025 01:21 |
Last Modified: | 26 Sep 2025 01:21 |
URI: | http://repository.unj.ac.id/id/eprint/62564 |
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