ANALISIS MOTIVASI GENERASI Z BERBELANJA PADA TOKO CURATED THRIFT BERBASIS WAR DI INSTAGRAM

VIRNA DHIYA MAHESWARI, . (2026) ANALISIS MOTIVASI GENERASI Z BERBELANJA PADA TOKO CURATED THRIFT BERBASIS WAR DI INSTAGRAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (741kB)
	Text BAB I.pdf Download (1MB)
	Text BAB II.pdf Restricted to Registered users only Download (219kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (241kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (260kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (61kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (145kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui motivasi konsumen generasi Z berbelanja pada toko curated thrift berbasis war di Instagram, yang mengharuskan konsumen bertindak cepat untuk mendapatkan produk dengan jumlah terbatas. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan survei, menggunakan Theory of Shopping Motivation yang membagi motivasi belanja menjadi dua dimensi, yaitu hedonik dan utilitarian. Data dikumpulkan melalui kuesioner daring dengan teknik purposive sampling dari 96 responden Generasi Z berdomisili di Jabodetabek yang pernah berpartisipasi dalam mekanisme war thrift di Instagram. Teknik analisis data yang dilakukan yaitu analisis statistik deskriptif melalui perhitungan nilai rata-rata (mean) sebagai dasar perhitungan Tingkat Capaian Responden (TCR) untuk mengetahui kategori tingkat motivasi pada masing-masing dimensi. Analisis hasil penelitian menunjukkan bahwa dimensi hedonik berada pada kategori tinggi, sedangkan dimensi utilitarian berada pada kategori cukup. Temuan ini mengindikasikan bahwa motivasi Generasi Z dalam berbelanja pada toko curated thrift berbasis war di Instagram lebih didorong oleh aspek emosional dan pengalaman belanja dibandingkan aspek fungsional. Berdasarkan temuan tersebut, penelitian ini merekomendasikan agar pelaku usaha mempertahankan elemen eksklusivitas produk serta menyederhanakan mekanisme war agar lebih efisien bagi konsumen. ***** This study aims to identify the shopping motivation of Generation Z consumers at “war”-based curated thrift stores on Instagram, a purchasing mechanism that requires consumers to act quickly in order to obtain limited-quantity products. This study employed a quantitative descriptive method with a survey approach, using the Theory of Shopping Motivation, which categorizes shopping motivation into two dimensions: hedonic and utilitarian. Data were collected through an online questionnaire using a purposive sampling technique from 96 Generation Z respondents residing in Jabodetabek who had participated in the “war thrift” mechanism on Instagram. The data analysis technique used was descriptive statistical analysis through the calculation of mean values as the basis for calculating the Respondent Achievement Level (Tingkat Capaian Responden/TCR) to determine the motivation category for each dimension. The analysis results show that the hedonic dimension falls into the high category, while the utilitarian dimension falls into the moderate category. These findings indicate that Generation Z’s motivation to shop at “war”-based curated thrift stores on Instagram is driven more by emotional and experiential aspects than by functional aspects. Based on these findings, this study recommends that business owners maintain the element of product exclusivity and simplify the “war” mechanism to make it more efficient for consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. M. Edo Suryawan Siregar, S.E., M.B.A.; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Virna Dhiya Maheswari .
Date Deposited:	20 Aug 2026 02:35
Last Modified:	20 Aug 2026 02:35
URI:	http://repository.unj.ac.id/id/eprint/72307

Actions (login required)

View Item