Model brand avoidance kaum generasi z terhadap fashion berkelanjutan: faktor-faktor yang mempengaruhi penghindaran merek.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Fatik Rahayu
Pembimbing 2 : Fatik Rahayu
Subyek : -
Kata Kunci : ideological incompatibility; unmet expectations; symbolic incongruence; materialism; sustainable fa
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002101027_Halaman-Judul.pdf | ||
| 2. | 2025_SK_SMJ_022002101027_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002101027_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022002101027_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022002101027_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022002101027_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022002101027_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022002101027_Bab-1.pdf | ||
| 9. | 2025_SK_SMJ_022002101027_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022002101027_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022002101027_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022002101027_Bab-5.pdf | ||
| 13. | 2025_SK_SMJ_022002101027_Daftar-Pustaka.pdf | ||
| 14. | 2025_SK_SMJ_022002101027_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi Gen Z dalam menghindari fashion berkelanjutan. Dengan menggunakan model brand avoidance, penelitian ini mengkaji pengaruh terhadap variabel ideological incompatibility, unmet expectations, symbolic incongruence, dan materialism terhadap sustainable fashion avoidance intention dan sustainable fashion avoidance behaviour. Pengumpulan data menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 125 responden. Metode analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil dari penelitian pada Gen Z menunjukkan bahwa variabel ideological incompatibility dan unmet expectations tidak berpengaruh positif terhadap penghindaran fashion berkelanjutan.
T This study aims to analyze the factors that influence Gen Z in avoiding sustainable fashion. Using the brand avoidance model, this study examines the influence of ideological incompatibility, unmet expectations, symbolic incongruence, and materialism variables on sustainable fashion avoidance intention and sustainable fashion avoidance behavior. Data collection using non-probability sampling method with purposive sampling technique. The sample used in this study were 125 respondents. The data analysis method used is the Structural Equation Model (SEM). The results of the research on Gen Z show that the variables of ideological incompatibility and unmet expectations do not have a positive effect on sustainable fashion avoidance intention.
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