PENGARUH FASHION INNOVATIVENESS, PERCEIVED SEVERITY, PERCEIVED VULNERABILITY, DAN HEDONIC MOTIVATION TERHADAP BEHAVIORAL INTENTION PENGGUNAAN SMARTWATCH

PAUZI, RUKYAN (2025) PENGARUH FASHION INNOVATIVENESS, PERCEIVED SEVERITY, PERCEIVED VULNERABILITY, DAN HEDONIC MOTIVATION TERHADAP BEHAVIORAL INTENTION PENGGUNAAN SMARTWATCH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study analyzes the influence of Fashion Innovativeness, Hedonic Motivation, Perceived Severity, and Perceived Vulnerability on Behavioral Intention to use smartwatches among Generation Z students in West Jakarta. This study is based on the Protection Motivation Theory (PMT) and Fashion Consciousness, using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS 4.0 application. The sampling method employed purposive sampling with a minimum sample size of 155 respondents. In the structural model, it was found that Fashion Innovativeness (t = 5.712; p < 0.001), Hedonic Motivation (t = 4.865; p < 0.001), and Perceived Severity (t = 3.214; p < 0.01) had a significant positive effect on Behavioral Intention. Conversely, Perceived Vulnerability (t = 1.203; p = 0.229) did not have a significant effect. These findings indicate that emotional and lifestyle factors (fashion and hedonic motivation) are more dominant than cognitive risk perception in influencing Generation Z's intention to adopt smartwatches. Keywords: Smartwatch Adoption, Fashion Innovativeness, Hedonic Motivation, Perceived Severity, Perceived Vulnerability, Behavioral Intention, Generation Z Penelitian ini menganalisis pengaruh Fashion Innovativeness, Hedonic Motivation, Perceived Severity, dan Perceived Vulnerability terhadap Behavioral Intention penggunaan smartwatch pada mahasiswa Generasi Z di Jakarta Barat. Kajian ini berlandaskan pada Protection Motivation Theory (PMT) dan Fashion Consciousness, dengan pendekatan kuantitatif menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4.0. Metode penarikan sampel menggunakan teknik purposive sampling dengan sampel minimum yang berjumlah 155 responden. Pada model struktural ditemukan bahwa Fashion Innovativeness (t = 5,712; p < 0,001), Hedonic Motivation (t = 4,865; p < 0,001), dan Perceived Severity (t = 3,214; p < 0,01) berpengaruh positif signifikan terhadap Behavioral Intention. Sebaliknya, Perceived Vulnerability (t = 1,203; p = 0,229) tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa faktor emosional dan gaya hidup (fashion dan motivasi hedonis) lebih dominan dibandingkan persepsi risiko kognitif dalam memengaruhi niat Generasi Z untuk mengadopsi smartwatch. Kata kunci: Adopsi Smartwatch, Fashion Innovativeness, Hedonic Motivation, Perceived Severity, Perceived Vulnerability, Behavioral Intention, Generasi Z

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010023
Uncontrolled Keywords:	Adopsi Smartwatch, Fashion Innovativeness, Hedonic Motivation, Perceived Severity, Perceived Vulnerability, Behavioral Intention, Generasi Z
Subjects:	600 Technology/Teknologi > 600. Technology/Teknologi 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	04 Feb 2026 04:48
Last Modified:	04 Feb 2026 04:48
URI:	http://repository.mercubuana.ac.id/id/eprint/100833

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