Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia

Situmorang, Enrico; Letsoin, Boginskaya; Briyan, Arton; Suryani, Liya; Ekasari, Ayu; Kurniawati, Kurniawati

doi:10.17358/jabm.7.3.778

Cited by 3 publications

(3 citation statements)

References 8 publications

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“…The result of accessing social media gives a positive information influence on consumers purchase intention (Erkan & Evans, 2016). Situmorang et al (2021) said the use of social media will be very right on target to increase brand awareness. Consumers obtain and recognize the information about products and services before purchasing with the help of e-WOM shared on social media sites (Michelle, 2018).…”

Section: Intention H5mentioning

confidence: 99%

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

Arifin

Syah

2023

jabm

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Information spreads rapidly through social media, with a steady increase in social media users in Indonesia each year. This presents an important concern for marketers, particularly in the automotive industry, which has experienced growth in car sales in 2021. Information disseminated between social media users, known as electronic word-of-mouth (e-WOM), is believed to have an impact on consumers' purchase intentions. Therefore, this research aims to examine the influence of e-WOM on social media affects the purchase intention of a car in Indonesia. This study uses a quantitative research approach with the application of Structural Equation Model (SEM) method. Data collection is conducted with the purposive sampling technique, targeting Generation X respondents in Indonesia who actively use social media and feels interested to buy a car. The questionnaire is distributed via Google Forms, and data analysis is conducted by SPSS 24 and SmartPLS 3. From 119 respondents, trust and brand awareness emerge as the key factors that increase purchase intention for a car in Generation X. Additionally, trust and brand awareness act as mediators between e-WOM and purchase intention, because e-WOM does not directly impact purchase intention. In addition, this study does not provide evidence supporting the moderating role of price. In conclusion, car marketers in Indonesia should effectively manage the spread of e-WOM information on social media platform.s This information has the potential to enhance consumer brand trust and awareness, influencing the emergence of their purchase intentions.

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Section: Intention H5mentioning

confidence: 99%

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

Arifin

Syah

2023

jabm

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“…They feel very helped by the existence of fashion trends to see fashion developments and find inspiration for dress styles. If you look at research conducted by (Enrico et al, 2021) it is stated that the millennial generation is a user of information technology and gadgets, particularly in the youngest age group, therefore social media usage such as Instagram, Twitter and YouTube will be very well targeted to increase brand awareness.…”

Section: Discussionmentioning

confidence: 99%

Fast fashion: Consumptive behavior in fashion industry Generation Z in Yogyakarta

Widari,

Aliffianti,

Indra

2023

IASJOL

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The fashion emergence is a trend that is closely related to generation Z. The easy access to social media is one of the most effective diffusion modes of fashion trends. In addition, there are marketing techniques used by business actors to spread products by involving figures that are loved by generation Z, such as politicians, celebrities, artists, and other public figures. These figures involvement is able to attract the followers to follow the trend. The reason is that following trends can show one’s identity and increase self-confidence, it cannot be avoided by looking at the ways of fashion fans in Generation Z. Fashion trends that continue to roll quickly make them have consumptive behavior. This behavior must be taken seriously considering the waste impact generated from production can be a big problem for the environment

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“…Business operators need to provide complete information about similar products, ranging from procedures for use to complaint services. The behavior of a product (Situmorang et al 2021). One of the factors that significantly shapes customer brand awareness is the ease of finding information.…”

Section: Managerial Implicationsmentioning

confidence: 99%

The Influence of Self-Sufficiency, Information Seeking, and Knowledge Towards Smart Purchasing Behavior in Indonesia

Azzara

Simanjuntak²,

Retnaningsih³

et al. 2023

jabm

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Smart purchasing behavior is a bright act of a consumer in deciding to use a product. Several studies show that consumer needs and desires contribute to purchasing behavior. This study aimed to analyze the influences of self-sufficiency, information seeking, and knowledge on smart purchasing behavior in Indonesia. There were 2100 married or working respondents with an age range of 17-60 years from which several data were generated, including self-sufficiency, information seeking, knowledge, and smart purchasing behavior. Data analysis applied Structural Equation Modelling using LISREL 8.7. The findings showed that self-sufficiency significantly influenced information seeking. Moreover, a significant positive correlation was evident between information-seeking, knowledge, and smart purchasing behavior. Governments and consumer protection institutions need to increase the quantity and quality of socialization to improve the perspective of consumer knowledge and smart purchasing behavior.

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Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia

Cited by 3 publications

References 8 publications

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

Fast fashion: Consumptive behavior in fashion industry Generation Z in Yogyakarta

The Influence of Self-Sufficiency, Information Seeking, and Knowledge Towards Smart Purchasing Behavior in Indonesia

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