DETERMINAN PURCHASE INTENTION LOCAL SECOND-HAND CLOTHING: STUDI PADA GENERASI Z DI JAKARTA

TIARA RAMADHANI, . (2026) DETERMINAN PURCHASE INTENTION LOCAL SECOND-HAND CLOTHING: STUDI PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan mengkaji faktor-faktor yang memengaruhi purchase intention second-hand clothing pada generasi Z di Jakarta. Kajian ini menelaah pengaruh green self-identity, self-congruity, dan social influence terhadap attitude serta purchase intention second-hand clothing pada generasi Z. Penelitian ini menerapkan pendekatan kuantitatif melalui metode survei daring yang disebarkan via platform media sosial seperti WhatsApp, Instagram, dan X. Populasi riset mencakup individu berusia 17-28 tahun yang belum pernah membeli local second-hand clothing. Metode pengambilan sampel yang diterapkan ialah non-probability dengan teknik purposive sampling melibatkan responden sejumlah 265 orang. Analisis data dijalankan menggunakan Structural Equation Modeling (SEM) melalui software AMOS. Hasil kajian memperlihatkan bahwa green self-identity dan self-congruity memberikan pengaruh positif dan signifikan terhadap attitude maupun purchase intention. Akan tetapi, di sisi lain, social influence memberikan pengaruh positif dan signifikan terhadap attitude namun tidak pada purchase intention. Sementara itu, attitude terbukti memberikan pengaruh positif dan signifikan terhadap purchase intention. Temuan ini mengindikasikan bahwa green self-identity, self-congruity, dan attitude merupakan faktor kunci yang mendorong purchase intention local second-hand clothing pada generasi Z di Jakarta. Riset selanjutnya disarankan melibatkan responden dari beragam wilayah serta menerapkan pendekatan mixed methods guna meningkatkan validitas data. Di samping itu, variabel tambahan seperti perceived risk, perceived quality, dan price consciousness dapat dipertimbangkan untuk memberikan gambaran yang lebih menyeluruh mengenai faktor yang memengaruhi purchase intention. ***** This study aims to examine the factors influencing purchase intention for second-hand clothing among Generation Z in Jakarta. This research investigates the influence of green self-identity, self-congruity, and social influence on attitude and purchase intention of local second-hand clothing among Generation Z. This research employs a quantitative approach through an online survey method distributed via social media platforms such as WhatsApp, Instagram, and X. The research population encompasses individuals aged 17-28 years who have never purchased local second-hand clothing. The sampling method applied is non-probability with a non-probability purposive sampling technique involving 265 respondents. Data analysis was conducted using SPSS and Structural Equation Modeling (SEM) through AMOS software. The research findings reveal that green self-identity and self-congruity have positive and significant effects on both attitude and purchase intention. However, on the other hand, social influence demonstrates a positive and significant effect on attitude but not on purchase intention. Meanwhile, attitude was found to have a positive and significant effect on purchase intention. These findings indicate that green self-identity, self-congruity, and attitude constitute key factors driving purchase intention for local second-hand clothing among Generation Z in Jakarta. Future research is recommended to involve respondents from various regions and employ mixed methods approaches to enhance data validity. Furthermore, additional variables such as perceived risk, perceived quality, and price consciousness can be considered to provide a more comprehensive overview of factors influencing purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Tiara Ramadhani .
Date Deposited:	03 Sep 2026 07:41
Last Modified:	03 Sep 2026 07:41
URI:	http://repository.unj.ac.id/id/eprint/73689

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