Analisis Pengaruh Persepsi Kualitas Produk dan Persepsi Harga Terhadap Minat Beli Pakaian Preloved

Abstract

Emisi karbon dioksida (CO2) dari pembakaran energi dan aktivitas industri global mencapai 36,8 gigaton pada tahun 2022 dan 10 persen pancaran karbon secara global berasal dari industri fashion. Memperpanjang umur pakaian hingga 9 bulan lagi akan mengurangi jejak karbon, limbah, dan penggunaan air masing-masing sekitar 20 persen sampai 30 persen. Salah satu cara memperpanjang umur pakaian adalah dengan menggunakan pakaian preloved. Oleh karena itu, penelitian ini bertujuan untuk meningkatkan minat beli konsumen pakaian preloved melalui identifikasi gambaran umum perilaku konsumen pakaian preloved di Jabodetabek, analisis pengaruh persepsi kualitas produk dan persepsi harga terhadap minat beli pakaian preloved, serta analisis indikator dominan pada persepsi kualitas produk dan persepsi harga konsumen pakaian preloved. Data penelitian menggunakan data primer dari penyebaran kuesioner yang disebarkan secara online, pemilihan responden menggunakan metode purposive sampling. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa persepsi kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap minat beli. Minat beli pakaian preloved akan meningkat jika persepsi kualitas produk dan persepsi harga meningkat.

Carbon dioxide (CO2) emissions from energy burning and global industrial activities reached 36.8 gigatonnes in 2022, with 10 percent of global carbon emissions come from the fashion industry. Extending the lifespan of clothes by an additional 9 months will reduce carbon footprint, waste, and water usage by approximately 20 to 30 percent each. One way to extend the lifespan of clothes is using preloved clothes. Therefore, this research aims to increase consumers' purchase intention of preloved clothing through identification of general characteristics of consumer behavior of preloved clothes in Jabodetabek, analysis of the effect of perceived product quality and perceived price on purchase intention of preloved clothes, as well as analysis of dominant indicators on perceived product quality and perceived price preloved clothes consumers. The research data uses primary data from distributing questionnaires which are distributed online, the selection of respondents uses a purposive sampling method. The analytical method used is Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach. The research findings indicate that perceived product quality and price perceptions have a positive and significant effect on purchase intention. Purchase intention for preloved clothes will increase if the perceived product qualityand the price perception increase.