Image of Analisis Peran General Attitude, Trust, Perceived Consumer Effectiveness, dan Religiosity Terhadap Purchase Intention Pada Produk Sustainable dalam Fast Fashion Brands

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Analisis Peran General Attitude, Trust, Perceived Consumer Effectiveness, dan Religiosity Terhadap Purchase Intention Pada Produk Sustainable dalam Fast Fashion Brands

This research was conducted to find out how consumers' level of Religiosity and their perceptions of Social Responsibility efforts in fast fashion brands affects their Purchase Intentions towards sustainable product lines in H&M or Zara. This research also wants to find out whether internal values ​​such as General Attitude, Trust, and Perceived Consumer Effectiveness also contribute to this. Respondents used in this study are someone who is domiciled in Indonesia, a Moslem, aged 17-27 years (born in 1995 - 2005) and knows one of the fast fashion brands between H&M or Zara. Researcher obtained 217 respondents who met the criteria through online distributed self-administered questionnaires through various social media platforms, such as Whatsapp, Line, Instagram, and Linkedin. Researcher then processed the data using the Structural Equation Model (SEM) method with SmartPLS 3.0 software. The results of the study indicates that the data supports all hypotheses: consumer’s Perceived Social Responsibility towards a brand affects his General Attitude, Trust, and Perceived Consumer Effectiveness positively. These three variables also have a positive influence on consumer’s Purchase Intention towards sustainable products in fast fashion brands. In addition, the level of Religiosity is also one of the factors that has a positive influence on consumer’s Perceived Consumer Effectiveness. This research hopefully will help fashion managers who have or want to sell sustainable products in understanding values ​​and creating good brand perceptions for consumers in order to adjust their business strategies..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13749PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Purchase intention
Sustainable
Fast fashion
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 112 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data