Pengaruh Pemasaran Influencer Media Sosial, Citra Merek, Sikap, Dan Kesadaran Harga Terhadap Minat Beli Produk Pakaian Thrift
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Subandi, Rahmad
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-07-05 03:42:09
Abstract :
This research aims to analyze the influence of social media influencers, brand image, attitudes and price awareness on interest in purchasing thrift clothing products. Data for this research was obtained from a questionnaire with 125 respondents who used used or thrift clothing products in Indonesia as samples tested using a purposive sampling technique. This research uses quantitative research with descriptive analysis techniques using SPSS 25 and statistical analysis using WarpPLS 7.0. The main findings of this research show that the brand image of a product has a significant influence on consumer purchase intention behavior. This influence is reflected in how consumers' perceptions of a particular brand can influence their decision to buy or not buy a product. Apart from that, research also highlights that attitudes and price awareness also play a significant role in shaping buying interest in used or thrift clothing products. Consumers' attitudes towards sustainability and awareness of the price values of the product can be major factors in their purchasing decisions. The contribution of this research is expected to go beyond the market aspect alone. Apart from expanding our understanding of consumer behavior in the context of used or thrift clothing products, the results of this research are also expected to have a wider positive impact on society. With increasing awareness of the importance of sustainable lifestyles and their impact on the environment, it is hoped that these findings will encourage changes in consumer behavior towards more environmentally friendly choices. By choosing used or thrift clothing products, consumers can actively participate in reducing textile waste and support efforts to create a society that cares more about the environment. So, using used or thrift clothing products is not just a purchasing choice, but is also a concrete step towards a more sustainable and responsible lifestyle. Keywords: Social Media Influencers, Brand Image, Attitude, Price Conciousness, Purchase Intention
This research aims to analyze the influence of social media influencers, brand image, attitudes and price awareness on interest in purchasing thrift clothing products. Data for this research was obtained from a questionnaire with 125 respondents who used used or thrift clothing products in Indonesia as samples tested using a purposive sampling technique. This research uses quantitative research with descriptive analysis techniques using SPSS 25 and statistical analysis using WarpPLS 7.0. The main findings of this research show that the brand image of a product has a significant influence on consumer purchase intention behavior. This influence is reflected in how consumers' perceptions of a particular brand can influence their decision to buy or not buy a product. Apart from that, research also highlights that attitudes and price awareness also play a significant role in shaping buying interest in used or thrift clothing products. Consumers' attitudes towards sustainability and awareness of the price values of the product can be major factors in their purchasing decisions. The contribution of this research is expected to go beyond the market aspect alone. Apart from expanding our understanding of consumer behavior in the context of used or thrift clothing products, the results of this research are also expected to have a wider positive impact on society. With increasing awareness of the importance of sustainable lifestyles and their impact on the environment, it is hoped that these findings will encourage changes in consumer behavior towards more environmentally friendly choices. By choosing used or thrift clothing products, consumers can actively participate in reducing textile waste and support efforts to create a society that cares more about the environment. So, using used or thrift clothing products is not just a purchasing choice, but is also a concrete step towards a more sustainable and responsible lifestyle. Keywords: Social Media Influencers, Brand Image, Attitude, Price Conciousness, Purchase Intention
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