Pengaruh consumer values, fashion consciousness, dan behavioural intentions terhadap konsumen toko fast fashion h&m di Indonesia

Togapa, Matthew (2022) Pengaruh consumer values, fashion consciousness, dan behavioural intentions terhadap konsumen toko fast fashion h&m di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji hubungan dan seberapa besar antara dua nilai yang berbeda, tetapi memiliki keterkaitan satu dengan yang lainnya yaitu, nilai terminal dan nilai instrumental terhadap konsumen toko fast fashion H&M di Indonesia, kesadaran mode terhadap konsumen toko fast fashion H&M di Indonesia, serta niat perilaku terhadap konsumen toko fast fashion H&M di Indonesia. Perusahaan H&M merupakan salah satu perusahaan fashion dengan konsep fast fashion yang berasal dari Swedia dan dibangun atau didirikan oleh Erling Persson pada tahun 1947. Pada penelitian ini peneliti menggunakan teknik penelitian kuantitatif dan menggunakan google forms sebagai alat untuk mengumpulkan data responden. Responden yang digunakan dalam penelitian ini adalah responden yang berada di Indonesia dengan total jumlah responden yang dikumpulkan adalah sebanyak 210 orang. Pada setiap data yang peneliti telah peroleh akan diolah dan diproses menggunakan perangkat lunak Smart PLS. Berdasarkan dengan pengolahan data yang telah dilakukan oleh peneliti maka dapat disimpulkan adanya pengaruh yang signifikan dari nilai konsumen (terminal & instrumental) terhadap kesadaran mode, adanya pengaruh yang signifikan dari nilai terminal terhadap kesadaran mode, adanya pengaruh yang signifikan dari nilai instrumental terhadap kesadaran mode, adanya pengaruh yang signifikan dari nilai konsumen (terminal & instrumental) terhadap niat perilaku, adanya pengaruh yang signifikan dari nilai terminal terhadap niat perilaku, adanya pengaruh yang signifikan dari nilai instrumental terhadap niat perilaku, dan adanya pengaruh yang signifikan dari kesadaran mode terhadap niat perilaku./ This study aims to examine the relationship and how big is the relationship between two values that are different, but have a relationship with one another, namely, terminal value and instrumental value to consumers of H&M fast fashion stores in Indonesia, fashion consciousness to consumers of H&M fast fashion stores in Indonesia, and behavioral intentions towards consumers of H&M fast fashion stores in Indonesia. The H&M company is a fashion company with a fast fashion concept originating from Sweden and was built or founded by Erling Persson in 1947. In this study, researchers used quantitative research techniques and used google forms as a tool to collect respondent data. Respondents used in this study were respondents who were in Indonesia with a total number of respondents collected as many as 210 people. Every data that researchers have obtained will be processed and processed using Smart PLS software. Based on the data processing that has been carried out by researchers, it can be concluded that there is a significant influence of consumer values (terminal & instrumental) on fashion consciousness, there is a significant influence of terminal values on fashion consciousness, there is a significant influence of instrumental values on fashion consciousness, there is a significant influence of consumer values (terminal & instrumental) on behavioral intentions, there is a significant influence of terminal values on behavioral intentions, there is a significant influence of instrumental values on behavioral intentions, and there is a significant influence of fashion consciousness on behavioral intentions.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Togapa, MatthewNIM01011180173matthewgappaaa@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWuisan, Dewi S. S.NIDN0431107004dewi.wuisan@uph.edu
Uncontrolled Keywords: consumer values; terminal values; instrumental values; fashion consciousness; behavioural intentions; fast fashion; h&m
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Matthew Emmanule Togapa
Date Deposited: 27 Jun 2022 04:30
Last Modified: 27 Jun 2022 04:32
URI: http://repository.uph.edu/id/eprint/48076

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