ZELLA OCTAVIA, . (2024) ANALISIS PERILAKU KONSUMEN TERHADAP PEMBELIAN PRODUK FASHION SISA EKSPOR DI PASAR ULAR JAKARTA UTARA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis perilaku konsumen generasi z dan milenial terhdap pembelian produk fashion sisa ekspor di Pasar ular. Jakarta Utara. dengan mengeksporasi faktor yang mempengaruhi perilaku konsumen serta menggambarkan perilaku konsumen melalui indikator perilaku konsumen terhadap pembelian produk fashion sisa ekspor di Pasar Ular, Jakarta Utara. Metode penelitian yang digunakan adalah kuantitatif deskriptif dengan subjek penelitian konsumen generasi Z dan milenial. Hasil penelitian menunjukkan bahwa dari faktor yang mempengaruhi perilaku konsumen, faktor psikologi memiliki pengaruh yang lebih dominan dengan nilai interpretasi sebesar 3.85 dari 5.0, dibandingkan dengan faktor budaya, sosial, dan pribadi. Faktor psikologis terdiri dari motivasi, persepsi, pembelajaran, dan keyakinan, menjadi pertimbangan utama konsumen generasi z dan milenial terhadap pembelian produk fashion sisa ekspor di Pasar Ular Jakarta Utara. Dari indikator perilaku konsumen, indikator rekomendasi menunjukkan nilai tertinggi dengan angka interpretasi 4.10 dari 5.00, yang mengindikasikan bahwa mayoritas konsumen cenderung merekomendasikan produk yang mereka beli kepada orang lain. Indikator nilai yang dirasakan memperoleh nilai terendah, menunjukkan bahwa produk fashion sisa ekspor belum sepenuhnya memenuhi kebutuhan fashion konsumen. Penelitian ini menyimpulkan bahwa faktor psikologis menjadi faktor yang paling berpengaruh pada perilaku konsumen dan mayoritas konsumen generasi Z dan milenial memiliki kecenderungan merekomendasikan produk fashion sisa ekspor yang mereka beli di Pasar Ular, Jakarta Utara. Kata Kunci: Perilaku Konsumen, Generasi Z, Milenial, Produk Fashion Sisa Ekspor, Pasar Ular **** This study aims to analyze the consumer behavior of generation z and millennials towards the purchase of leftover export fashion products at Pasar ular. North Jakarta. by exploring factors that influence consumer behavior and describing consumer behavior through indicators of consumer behavior towards purchasing fashion products left over from exports at Pasar Ular, North Jakarta. The research method used is descriptive quantitative with research subjects of generation Z and millennial consumers. The results showed that of the factors that influence consumer behavior, psychological factors have a more dominant influence with an interpretation value of 3.85 out of 5.0, compared to cultural, social, and personal factors. Psychological factors, which consist of motivation, perception, learning, and beliefs, are the main considerations for generation z and millennial consumers towards purchasing fashion products left over from exports at Pasar Ular North Jakarta. From the consumer behavior indicators, the recommendation indicator shows the highest value with an interpretation score of 4.10 out of 5.00, which indicates that the majority of consumers tend to recommend the products they buy to others. However, the perceived value indicator obtained the lowest score, indicating that the remaining export fashion products have not fully met consumers' fashion needs. This study concludes that psychological factors are the most influential factors on consumer behavior and the majority of consumers tend to recommend their products to others. Keywords: Consumer Behavior, Generation Z, Millennials, Export Residual Fashion Products, Pasar Ular
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Dra. Vivi Radiona Sofyana Putri, M.Pd ; 2). Sri Listiani, S.pd., M.Pd |
Subjects: | Desain Kostum, Tata Busana > Tata Busana |
Divisions: | FT > S1 Pendidikan Tata Busana |
Depositing User: | Zella Octavia . |
Date Deposited: | 08 Aug 2024 00:41 |
Last Modified: | 08 Aug 2024 00:41 |
URI: | http://repository.unj.ac.id/id/eprint/48994 |
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