PENGARUH KNOWLEDGE DAN AWARENESS TERHADAP PURCHASE INTENTION SECOND -HAND FASHION MELALUI ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi kasus di Jabodetabek)

RISMALINA, YUNITA (2025) PENGARUH KNOWLEDGE DAN AWARENESS TERHADAP PURCHASE INTENTION SECOND -HAND FASHION MELALUI ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi kasus di Jabodetabek). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of knowledge and awareness on purchase intention for second-hand fashion, with attitude as a mediating variable. The research is motivated by the growing consumption of fast fashion, which has a negative impact on the environment, as well as the low public awareness of sustainable fashion. A quantitative approach was employed, using Partial Least Squares (PLS) analysis. The research population consisted of Jabodetabek residents who have an interest in, but have never purchased, second-hand fashion products. A total of 140 respondents were obtained using purposive sampling. Data were collected through a questionnaire with a five-point Likert scale and analyzed using SmartPLS 4.1. The results indicate that knowledge does not have a significant effect on attitude, while awareness has a positive and significant effect on attitude, and attitude also has a significant effect on purchase intention. Furthermore, knowledge has a positive and significant effect on purchase intention, while awareness does not have a significant effect on purchase intention. However, attitude was found to significantly mediate the effect of knowledge on purchase intention, but not the effect of awareness on purchase intention. This study provides contributions to the fashion industry in designing communication strategies that can enhance consumers’ knowledge and awareness of the importance of sustainable fashion consumption, as well as serving as a reference for future research in the field of environmentally conscious consumer behavior. Keywords: Knowledge, Awareness, Attitude, Purchase Intention, Second-hand Fashion Penelitian ini dilakukan dengan maksud untuk menganalisis pengaruh pengetahuan (knowledge) dan kesadaran (awareness) terhadap minat beli (purchase intention) second-hand fashion dengan sikap (attitude) sebagai variabel mediasi. Penelitian ini di latar belakangi oleh meningkatnya konsumsi fast fashion yang berdampak negatif terhadap lingkungan, serta rendahnya kesadaran masyarakat terhadap fashion berkelanjutan. Penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Partial Least Square (PLS). Populasi penelitian adalah masyarakat Jabodetabek yang memiliki ketertarikan namun belum pernah membeli produk second-hand fashion. Sampel sebanyak 140 responden diperoleh dengan metode purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin, kemudian dianalisis menggunakan SmartPLS 4.1. Hasil penelitian menunjukkan bahwa knowledge tidak berpengaruh signifikan terhadap attitude dan awareness berpengaruh positif dan signifikan terhadap attitude, dan attitude juga berpengaruh signifikan terhadap purchase intention. Selain itu, knowledge berpengaruh positif dan signifikan terhadap purchase intention dan awareness tidak berpengaruh siginifikan terhadap purchase intention. Namun, attitude hanya terbukti memediasi secara signifikan pengaruh knowledge terhadap purchase intention, sementara mediasi attitude pada hubungan antara awareness dan purchase intention tidak signifikan. Penelitian ini memberikan kontribusi bagi pelaku industri fashion dalam merancang strategi komunikasi yang dapat meningkatkan pengetahuan (knowledge) dan kesadaran (awareness) konsumen terhadap pentingnya konsumsi fashion yang berkelanjutan, serta menjadi referensi bagi penelitian selanjutnya dalam bidang perilaku konsumen berwawasan lingkungan. Kata Kunci: Knowledge, Awareness, Attitude, Purchase Intention, Second-hand Fashion

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 309
NIM/NIDN Creators: 43121110083
Uncontrolled Keywords: Knowledge, Awareness, Attitude, Purchase Intention, Second-hand Fashion
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 171 Ethical Systems/Sistem Etika > 171.2 Intuition, Moral Sense, Reason/Intuisi, Sikap Moral, Alasan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 27 Sep 2025 03:26
Last Modified: 27 Sep 2025 03:26
URI: http://repository.mercubuana.ac.id/id/eprint/98526

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