Pengaruh media, fashion consciousness dan fashion leadersip terhadap pemilihan shopping channel di kalangan milennials berdasarkan gender

Stevanie, Stevanie (2018) Pengaruh media, fashion consciousness dan fashion leadersip terhadap pemilihan shopping channel di kalangan milennials berdasarkan gender. Masters thesis, Universitas Pelita Harapan.

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Abstract

The Purposes of this research is to find out prediction millenials between man and woman regarding media influence to be aware to fashion and become fashion leadership. From fashion leadership consumer will choose either traditional store patronage or non-traditional store patronage to buy fashion producsts. This research is using non probability and convenience sampling method. The total respondents in this research is 161 concists of 80 men and 81 woman. From Millenials Generation in Jobodetabek. Data collection method using questionnaire and processed with PLS-SEM, using Smart-PLS program. The results of this study found that mass media and personal media positively influence the fashion consciousness. Mass media significantly influence by fashion leadership by women while men can be influenced fashion leadership through personal media. Then, fashion consciousness can significantly influence the fashion leadership between men and women. From this study also found that there are results that show that fashion leadership has an influence on traditional store patronage by female respondents. While fashion leadership have positive effect on Non Traditional store patronage by male and female respondents. / Penelitian ini bertujuan untuk menunjukkan prediksi konsumen antara pria dan wanita dalam pemilihan media yang dapat mempengaruhi individu sadar akan fashion yang akan menjadi seorang fashion leadership. Dari seorang fashion leadership dapat memilih shopping channel yang biasa digunakan untuk berbelanja produk fashion. Metode pengambilan sampel menggunakan nonprobabilitas dan pendekatan convenience sampling. Responden dalam penelitian ini berjumlah 161 responden yang terdiri dari 80 orang pria dan 81 orang wanita merupakan responden kaum millenials yang berasal dari Jabodetabek. Data responden dikumpulkan dengan menggunakan metode penyebaran kuesioner dan diolah menggunakan PLS-SEM, dengan bantuan program Smart-PLS. Hasil dari penelitian ini ditemukan bahwa mass media dan personal media berpengaruh secara positif terhadap fashion consciousness. Mass media secara signifikan mempengaruhi oleh fashion leadership oleh wanita sedangkan pria dapat terpengaruhi fashion leadership melalui personal media. Kemudian, fashion consciousness dapat mempengaruhi secara signifikan terhadap fashion leadership antara pria dan wanita. Dari penelitian ini juga ditemukan bahwa ada hasil yang menunjukan bahwa fashion leadership memiliki pengaruh terhadap traditional store patronage oleh responden wanita. Sedangkan fashion leadership berpengaruh positif terhadap Non Traditional store patronage oleh responden pria dan wanita.

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