Author:
Sham Rohana,Mutalip Laidey Nooraneda,Eagen Soetjipto Max Clifford,Kamal Mohammad Arif
Abstract
This study investigates the purchasing behavior of young adults in Indonesia, focusing on thrift products. Key factors influencing their decisions include value for money, electronic word of mouth (e-WOM), and environmental concerns. The research aims to contribute to consumer behavior knowledge in Indonesia, offering practical recommendations for businesses targeting this demographic. The study, conducted quantitatively through online surveys with respondents aged 18-30, establishes a relationship between value for money, e-WOM, and purchase decisions for thrift products. However, it finds no significant correlation with environmental concerns, emphasizing the need for nuanced marketing strategies to address sustainability issues in this market segment.
Reference23 articles.
1. Alwaton, Y. (2021). Thrifting: Alternatif Fast Fashion atau Aktivitas Konsumtif Semata?. Kanal Perspektif. https://www.kanalperspektif.com/2021/03/thrifting-alternatif-fast-fashion-atau.html
2. Bhardwaj V., Fairhurst A., 2010. Fast fashion: response to changes in the fashion industry. The International Review of Retail Distribution and Consumer Research 20(1):165–173.
3. Chen, Y. S. (2013). Towards green loyalty: Driving from green perceived value, green satisfaction, and green trust. Sustainable Development, 21(5), 294–308.
4. Chih, W. H., Wang, K. Y., Hsu, L. C., & Huang, S. C. (2013). Investigating electronic word-of-mouth effects on online discussion forums: The role of perceived positive electronic word-of-mouth review credibility. Cyberpsychology, Behavior, and Social Networking, 16(9), 658-668.
5. Degenhard, J. (2023). Internet users in Indonesia 2013-2028. Statista. https://www.statista.com/topics/5742/e-commerce-in-indonesia/#topicOverview