Faktor-Faktor yang Memengaruhi Gen Z dalam Keputusan Pembelian Secondhand Clothes di Jakart

Abstract

Meningkatnya minat Gen Z terhadap secondhand clothes (SHC) di Jakarta mendorong perlunya analisis faktor yang membentuk perilaku pembeliannya. Penelitian ini menguji pengaruh e-WOM, persepsi harga, dan persepsi kualitas terhadap sikap, norma subjektif, persepsi kontrol perilaku, intensi, dan keputusan pembelian dengan pendekatan TPB dan SOR. Penelitian dilakukan pada Agustus- November 2025 terhadap 289 responden Gen Z menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa secara umum, e-WOM, persepsi harga, dan persepsi kualitas berpengaruh positif terhadap sebagian besar variabel psikologis, namun e- WOM tidak berpengaruh signifikan terhadap intensi pembelian, persepsi kualitas tidak berpengaruh terhadap norma subjektif, dan persepsi kontrol perilaku tidak berpengaruh terhadap intensi pembelian. Sikap, norma subjektif, dan intensi pembelian terbukti memengaruhi keputusan pembelian. Implikasi manajerial menekankan perlunya penguatan kehadiran di ruang digital, kesesuaian harga dan kualitas, serta peningkatan pengalaman belanja yang nyaman dan informatif.

The growing interest of Gen Z in secondhand clothes (SHC) in Jakarta highlights the need to understand the factors shaping their purchasing behavior. This study examines the influence of e-WOM, price perception, and quality perception on attitude, subjective norm, perceived behavioral control, purchase intention, and purchase decision using the TPB and SOR frameworks. The research was conducted from August to November 2025 with 289 Gen Z respondents and analyzed using SEM-PLS. The results indicate that, overall, e-WOM, price perception, and quality perception positively affect most psychological variables; however, e-WOM does not significantly influence purchase intention, quality perception does not affect subjective norm, and perceived behavioral control does not influence purchase intention. Attitude, subjective norm, and purchase intention are found to significantly affect purchase decisions. The managerial implications highlight the importance of strengthening digital presence, ensuring alignment between price and product quality, and enhancing a comfortable and informative shopping experience.