PENGARUH FUNCTIONAL VALUE, SOCIAL VALUE, DAN EMOTIONAL VALUE TERHADAP PURCHASE INTENTION PRODUK SUSTAINABLE FASHION UMKM INDONESIA DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI

AIDA, IMANI NUR (2025) PENGARUH FUNCTIONAL VALUE, SOCIAL VALUE, DAN EMOTIONAL VALUE TERHADAP PURCHASE INTENTION PRODUK SUSTAINABLE FASHION UMKM INDONESIA DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana.

Preview	Text (HAL COVER) 01 COVER.pdf Download (705kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (336kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (445kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (306kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (519kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (217kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (247kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (1MB)

Abstract

The growing awareness of environmental issues has driven a shift in consumer behaviour within the fashion industry, creating opportunities for businesses to develop sustainable fashion products. However, in Indonesia particularly within the MSME (Micro, Small, and Medium Enterprises) sector, the implementation of sustainability principles still faces various challenges, including the low purchase intention among consumers toward sustainability-focused products. This study aims to analyze the influence of functional value, social value, and emotional value as independent variables on purchase intention as the dependent variable, with green trust as a mediating variable. A quantitative approach was used, employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and involving 200 respondents residing across Indonesia. The results indicate that functional value and emotional value have a direct positive effect on purchase intention, while social value has no direct effect. However, green trust is proven to successfully mediate the relationship between all three value variables and purchase intention. These findings are expected to contribute to the development of sustainability-based marketing strategies for MSMEs and strengthen consumer trust in local sustainable fashion products. Keywords: Indonesian MSMEs, Sustainable Fashion, Functional Value, Social Value, Emotional Value, Green Trust, Purchase Intention Peningkatan kesadaran terhadap isu lingkungan telah mendorong perubahan perilaku konsumen dalam industri fashion, sehingga menciptakan peluang bagi pelaku usaha untuk mengembangkan produk sustainable fashion. Namun, di Indonesia, khususnya pada sektor UMKM, implementasi prinsip keberlanjutan masih menghadapi berbagai tantangan, termasuk rendahnya niat pembelian konsumen terhadap produk yang berfokus pada sustainability. Penelitian ini bertujuan untuk menganalisis pengaruh functional value, social value, dan emotional value sebagai variabel independen terhadap purchase intention sebagai variabel dependen, dengan green trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dan melibatkan 200 responden yang berdomisili di wilayah Indonesia. Hasil penelitian menunjukkan bahwa functional value dan emotional value berpengaruh positif langsung terhadap purchase intention, sedangkan social value tidak berpengaruh langsung. Namun demikian, green trust terbukti berhasil memediasi hubungan ketiga variabel nilai terhadap purchase intention. Temuan ini diharapkan dapat memberikan kontribusi dalam pengembangan strategi pemasaran UMKM berbasis keberlanjutan serta memperkuat kepercayaan konsumen terhadap produk sustainable fashion lokal. Kata Kunci: UMKM Indonesia, Sustainable Fashion, Nilai Fungsional, Nilai Sosial, Nilai Emosional, Kepercayaan Hijau, Niat Pemeblian

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 050
NIM/NIDN Creators:	55123120014
Uncontrolled Keywords:	Indonesian MSMEs, Sustainable Fashion, Functional Value, Social Value, Emotional Value, Green Trust, Purchase Intention
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.7 Enviromental Problems/Permasalahan Lingkungan 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Pandu Risdiyanto
Date Deposited:	26 Sep 2025 08:04
Last Modified:	26 Sep 2025 08:04
URI:	http://repository.mercubuana.ac.id/id/eprint/98506

Actions (login required)

View Item