Koesherawati, Uke (2019) Pengaruh Fashion Lifestyle Terhadap Purchase Intention (Studi Pada Konsumen Fashion Streetwear Brand H&M di Jabodetabek). Sarjana thesis, Universitas Brawijaya.
Abstract
Kebutuhan akan fashion merupakan satu bidang tidak pernah ada habisnya. Berganti waktu berganti pula trend yang ada, berganti trend berganti pula pakaian setiap orang. Perilaku konsumen dan keinginan setiap konsumen yang mempengaruhi minat beli terhadap fashion. Dimensi fashion saat ini sudah menjadi lifestyle yang berpengaruh dan diperhatikan dalam masyarakat modern. Fashion tidak hanya mengenai pakaian yang dikenakan, lebih dari itu fashion merupakan lifestyle dan perubahan fashion ataupun gaya berbusana ini tentu saja dipengaruhi oleh berbagai aspek. Belakangan ini trend fashion dengan gaya khas fashion jalanan atau yang lebih dikenal dengan istilah streetwear, diyakini sebagai fashion streetwear yaitu sebuah gaya berpakaian yang identik dengan cara berpakaian yang bebas dan tidak ada aturan yang mengikat ataupun ketat bagi penggunanya. Fenomena fashion streetwear sekarang bukan hanya diminati kultur anak skateboarding atau hiphop saja tetapi sudah menjadi style yang digemari masyarakat modern diluar dari kultur sebelumnya. Tujuan penelitian ini adalah untuk mengetahui dan menjelaskan bahwa: (1) Fashion Innovativeness secara parsial berpengaruh signifikan terhadap Purchase Intention. (2) Quality Consciousness secara parsial berpengaruh signifikan terhadap Purchase Intention. (3) Price Consciousness secara parsial berpengaruh signifikan terhadap Purchase Intention. (4) Brand Consciousness secara parsial berpengaruh signifikan terhadap Purchase Intention. (5) Status Consumption secara parsial berpengaruh signifikan terhadap Purchase Intention. (6) Fashion Innovativeness, Quality Consciousness, Price Consciousness, Brand Consciousness, Status Consumption secara simultan berpengaruh signifikan terhadap Purchase Intention. Analisis data dalam penelitian ini yaitu analisis deskriptif dan analisis regresi linear berganda menggunakan SPSS versi 25.0 for Windows. Hasil dari penelitian ini menunjukka bahwa: (1) Fashion Innovativeness memiliki pengaruh signifikan terhadap Purchase Intention. (2) Quality Consciousness memiliki pengaruh signifikan terhadap Purchase Intention. (3) Price Consciousness memiliki pengaruh signifikan terhadap Purchase Intention. (4) Brand Consciousness memiliki pengaruh signifikan terhadap Purchase Intention. (5) Status Consumption memiliki pengaruh signifikan terhadap Purchase Intention. (6) Fashion Innovativeness, Quality Consciousness, Price Consciousness, Brand Consciousness, Status Consumption memiliki pengaruh signifikan terhadap Purchase Intention.
English Abstract
Fashios’s need is one never endless field. Changing time will also change the existing trend, change the trend also change everyone clothes. Consumer behaviour and the desires of every consumer who influences the buying interest in fashion. Today's fashion dimension has become an influential lifestyle and is considered in modern society. Fashion is not only about worned clothes, more than that fashion is a lifestyle and the change of fashion or style is certainly influenced by various aspects. Lately the fashion trend with typical street fashion style or better known as streetwear, believed to be streetwear fashion is a style of dress identical to the free way of dressing and no binding rules Or strictly for its users. Streetwear fashion phenomenon is now not just the interest of the culture of skateboarding or hiphop kids only but it has become a favorite style of modern society outside of previous culture. The purpose of this research is to know and explain that: (1) Fashion Innovativeness has a partial effect on Purchase Intention. (2) Quality Consciousness has a partial effect on Purchase Intention. (3) Price Consciousness has a partial effect on the Purchase Intention. (4) Brand Consciousness has a partial effect on Purchase Intention. (5) Consumption Status partially significantly affects the Purchase Intention. (6) Fashion Innovativeness, Quality Consciousness, Price Consciousness, Brand Consciousness, Status Consumption simultaneously has significant effect on Purchase Intention. Data analysis In this study is a descriptive analysis and multiple linear regression analyses using SPSS version 25.0 for Windows. The results of this study show that: (1) Fashion Innovativeness has a significant influence on Purchase Intention. (2) Quality Consciousness has a significant effect on Purchase Intention. (3) Price Consciousness has a significant influence on Purchase Intention. (4) Brand Consciousness has a significant effect on Purchase Intention. (5) Consumption Status has a significant influence on Purchase Intention. (6) Fashion Innovativeness, Quality Consciousness, Price Consciousness, Brand Consciousness, Status Consumption has a significant influence on Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/522/051906649 |
| Uncontrolled Keywords: | Fashion Innovativeness, Quality Consciousness, Price Consciousness, Brand Consciousness, Status Consumption, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 06 Nov 2020 23:25 |
| Last Modified: | 21 Oct 2021 05:41 |
| URI: | http://repository.ub.ac.id/id/eprint/172779 |
Preview |
Text
Uke Koesherawati.pdf Download (5MB) | Preview |
Actions (login required)
 |
View Item |