Analisis Minat Beli Generasi Z Muslim Terhadap Produk Eco-Fashion ‘Sejauh Mata Memandang

Vita Sarasi, Keyzsya Sasylla Wilasa Kondang

Abstract


Penelitian ini bertujuan untuk mengkaji perilaku generasi Z Muslim terhadap minat beli mereka pada produk eco-fashion ‘Sejauh mata memandang’. Penelitian ini menggunakan theory of planned behavior sebagai landasan perilaku konsumen dan selanjutnya memperluas model tersebut dengan menambahkan variabel spiritualitas, kepedulian lingkungan, dan kesediaan membayar harga lebih mahal. Data dikumpulkan menggunakan survey kuesioner melalui google form dengan sampel sebanyak 200 responden generasi Z Muslim yang berada di wilayah Jabodetabek. Metode pengambilan sampel menggunakan teknik purposive sampling. Analisis data menggunakan SEM dan diolah dengan bantuan SmartPLS 3.2.9. Hasil penelitian ini menemukan bahwa sikap, kontrol perilaku yang dirasakan, dan kesediaan membayar harga lebih mahal berpengaruh positif dan signifikan terhadap minat beli. Norma subjektif, disisi lain, tidak berpengaruh signifikan terhadap minat beli. Sedangkan, spiritualitas dan kepedulian lingkungan memiliki pengaruh tidak langsung terhadap minat beli melalui sikap. Dengan demikian, hasil penelitian ini dapat memberikan pemahaman terkait ketertarikan generasi Z Muslim terhadap minat beli produk eco-fashion ‘Sejauh Mata Memandang’ dan dapat berkontribusi dalam membentuk strategi yang efektif untuk mendorong peningkatan minat beli produk eco-fashion ‘Sejauh Mata Memandang.

Keywords


Mode Ramah Lingkungan, Minat Beli, Teori Perilaku Berencana

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DOI: https://doi.org/10.24198/jebi.v13i2.2096

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