Analisis Faktor-Faktor yang Mempengaruhi Actual Buying Behavior Sustainable Apparel Menggunakan Theory of Planned Behavior: Telaah pada Calon Konsumen Hallah Activewear

Suwardi, Catherine (2021) Analisis Faktor-Faktor yang Mempengaruhi Actual Buying Behavior Sustainable Apparel Menggunakan Theory of Planned Behavior: Telaah pada Calon Konsumen Hallah Activewear. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Pertumbuhan penetrasi pengguna internet dan social media yang terus meningkat setiap tahunnya di Indonesia merupakan salah satu pendorong nilai penjualan para pelaku bisnis termasuk industri fashion. Seiring pertumbuhan industri fashion, kebiasaan orang-orang menggunakan fast fashion menimbulkan banyak dampak negatif bagi lingkungan sehingga pelaku industri mode mulai beralih ke sustainable fashion. Walaupun sustainable fashion sangatlah baik bagi lingkungan namun masih kurang adanya edukasi di kalangan milenial dan penanaman edukasi untuk menggunakan sustainable fashion membutuhkan waktu namun Hallah Activewear sebagai brand pakaian olahraga ramah lingkungan lokal yang berdiri sejak bulan Maret 2020 ikut terlibat memperkenalkan pakaian ramah lingkungan di Indonesia dimana hal tersebut menjadi tantangan bagi Hallah Activewear untuk mendukung pasar pakaian ramah lingkungan di Indonesia dan ikut serta membawa perubahan bagi industri fashion. Oleh karena itu, peneliti ingin meneliti apakah environmental knowledge dan general environmental attitude mempengaruhi apparel environmental attitude, perceived money availability dan perceived store accessibility mempengaruhi perceived behavioral control, dan apparel environmental attitude, subjective norms, dan perceived behavioral control mempengaruhi behavioral intentions pembelian produk pakaian ramah lingkungan Hallah Activewear. Penelitian ini menggunakan descriptive research design dengan metode pengumpulan data menggunakan kuesioner yang disebarkan secara online menggunakan google forms kepada followers dari akun Instagram @hallah_official yang kemudian data yang diperoleh dari responden diolah menggunakan software LISREL 8.8.

Item Type: Thesis (Bachelor Thesis)
Keywords: theory of planned behavior, sustainable fashion, ecological fashion, environmental knowledge, general environmental attitude, perceived money availability, perceived store accessibility, apparel environmental attitude, subjective norms, perceived behavioral control, behavioral intention
Subjects: 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.8342 Consumer Behavior
Divisions: Faculty of Business > Management
SWORD Depositor: Administrator UMN Library
Depositing User: Administrator UMN Library
Date Deposited: 24 Aug 2021 19:22
Last Modified: 01 Jul 2023 06:25
URI: https://kc.umn.ac.id/id/eprint/16623

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