| dc.contributor.advisor | Asikin, Zenal | |
| dc.contributor.advisor | Daryanto, Arief | |
| dc.contributor.author | Anggriani, Aulia | |
| dc.date.accessioned | 2022-01-18T08:17:15Z | |
| dc.date.available | 2022-01-18T08:17:15Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/110670 | |
| dc.description.abstract | Fashion trends continue to change, sustainable and fast fashion brands
continue to compete to provide diverse choices for consumers. This study aims to:
(1) identify the characteristics of Indonesian Gen Z and millennial women
consumers of sustainable apparel products, (2) analyze the influence of sustainable
product attributes and marketing factors on sustainable apparel purchasing
decisions (3) analyze the influence of individual and social factors on sustainable
apparel purchasing decisions using the theory of planned behaviour. The sample in
this study was 77 respondents selected by convenience sampling technique. Data
analysis was carried out using the SEM-PLS method and descriptive analysis. The
results showed that individual factor perceived behavioural control and social factor
subjective norms had a positive and significant effect, sustainable product attributes,
and marketing factors had a positive but not significant effect, and individual factors
attitude had a negative but weak and insignificant effect on purchasing decisions
for sustainable apparel products. | id |
| dc.description.abstract | Tren feysen terus berganti, brand sustainable dan fast fashion terus bersaing
untuk memberikan pilihan yang beragam bagi konsumen. Penelitian ini bertujuan
untuk: (1) mengidentifikasi karakteristik konsumen wanita produk pakaian
berkelanjutan gen Z dan milenial Indonesia, (2) menganalisis pengaruh atribut dan
pemasaran produk berkelanjutan terhadap keputusan pembelian pakaian
berkelanjutan, dan (3) menganalisis pengaruh faktor individu dan sosial terhadap
keputusan pembelian pakaian berkelanjutan menggunakan variabel theory of
planned behavior. Sampel pada penelitian ini berjumlah 77 responden yang dipilih
dengan teknik convenience sampling. Analisis data dilakukan menggunakan
metode SEM-PLS dan analisis deskriptif. Hasil penelitian menunjukkan bahwa
faktor individu pengendalian perilaku dan faktor sosial norma subjektif
berpengaruh positif dan signifikan, faktor atribut dan pemasaran produk
berkelanjutan berpengaruh positif namun tidak signifikan dan faktor individu sikap
berpengaruh negatif namun lemah dan tidak signifikan terhadap pengambilan
keputusan pembelian produk pakaian berkelanjutan. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Keputusan Pembelian Produk Pakaian Berkelanjutan pada Konsumen Wanita Generasi Z dan Milenial Indonesia | id |
| dc.title.alternative | Sustainable Apparel Product Purchase Decisions on Indonesian Gen Z and Millennial Women Consumers | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | product attributes and marketing | id |
| dc.subject.keyword | purchase decision | id |
| dc.subject.keyword | SEM-PLS | id |
| dc.subject.keyword | sustainable apparel product | id |
| dc.subject.keyword | theory of planned behavior | id |
