KEPUTUSAN PEMBELIAN PRODUK FASHION PADA E-COMMERCE: PENGARUH FASHION CONSCIOUSNESS, SHOPPING ENJOYMENT, NILAI KONSUMEN

Firda Novia Ardana, Yessy Artanti

Abstract


The Covid-19 pandemic has changed consumer behaviour from shopping in person to shopping online. During the pandemic, fashion products are in great demand when shopping online, even if only at home, people still need to appear in an attractive style to keep up with the latest trends. In this case, the researcher examines the effect of fashion consciousness, shopping enjoyment, consumer value on online purchasing decisions in e-commerce fashion. The sample used in this study is 200 with a non-probability sampling technique and included in the type of conclusive research. In this study, the data analysis technique used multiple regression analysis. The study results found that fashion consciousness and consumer value have a significant influence on purchasing decisions. However, shopping enjoyment has no significant effect on purchasing decisions. It shows that fashion consciousness and consumer value have an essential role in influencing buying in fashion e-commerce

Keywords


Fashion Consciousness; Shopping Enjoyment; Customer Value; Online Purchase Decision

Full Text:

PDF

References


Adeola, O., Moradeyo, A. A., Muogboh, O., & Adisa, I. (2021). Consumer Values, Online Purchase Behaviour and The Fashion Industry: An Emerging Market Context. PSU Research Review,ahead-of-p(ahead-of-print). https://doi.org/10.1108/prr-04-2021-0019

Afaq, M., Khan, H., Fatima, A., & Matloob, A. (2019). The Effect of Social Media Marketing in Online Fashion Apparel with the Mediating Role of Fashion Consciousness, Brand Consciousness and Value Consciousness. International Journal of Recent Innovations in Academic Research, 9, 2635–3040. www.ijriar.com

Anna, L. K. (2020, Juni 18). Produk Fesyen yang Paling Banyak Dicari Selama Pandemi. Retrieved from Kompas.com: https://lifestyle.kompas.com/read/2020/06/18/165830920/produk-fesyen-yang-paling-banyak-dicari-selama-pandemi

Asyifa, L. S., & Rahayu, A. (2019). Kenyamanan dan Kepercayaan Konsumen Blibli.Com Berpengaruh Terhadap Keputusan Pembelian Online. Journal of Business Management Education (JBME),2(2),49–56. https://doi.org/10.17509/jbme.v4i1.5980

Camoiras-Rodriguez, Z., & Varela, C. (2020). The Influence of Consumer Personality Traits on Mobile Shopping Intention. Spanish Journal of Marketing - ESIC, 24(3), 331–353. https://doi.org/10.1108/SJME-02-2020-0029

Cham, T. H., Cheng, B. L., & Ng, C. K. Y. (2020). Cruising Down Millennials’ Fashion Runway: A Cross-Functional Study Beyond Pacific Borders. in Young Consumers (Vol. 22, Issue 1). https://doi.org/10.1108/YC-05-2020-1140

De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging Shoppers Through Mobile Apps: The Role of Gamification. International Journal of Retail and Distribution Management, 49(7), 919–940. https://doi.org/10.1108/IJRDM-09-2020-0360

Edastami, M., -, M., & Mahfudz, A. A. (2019). An Analysis of The Effect of Fashion Consciousness as a Mediating Factor on Hijab Fashion Consumption in Indonesia. Tazkia Islamic Finance and Business Review, 13(1), 81–105. https://doi.org/10.30993/tifbr.v13i1.200

Eka, D., & Hamdaini, Y. (2018). Pengaruh Customer Value terhadap Purchase Decision melalui Beauty Blogger di Youtube (Studi Pada Pelanggan Kosmetik Local Brand di Sumatera Selatan). Jurnal Manajemen Dan Bisnis Sriwijaya, 15(4), 183–196. https://doi.org/10.29259/jmbs.v15i4.5717

Evyta, F. D., & Kharnolis, M. (2021). Peran E-Commerce sebagai Digital Fashion Branding. Jurnal Tata Busana, 10(2), 20–29.

Ekonomi, F., Sam, U., Manado, R., Ekonomi, F., Administrasi, P., & Internasional, B. (2016). Efek dari. 4(1), 1137–1146.

Gan, C., & Wang, W. (2017). The Influence of Perceived Value on Purchase Intention in Social Commerce Context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164

Ghozali. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (VII). Semarang: Badan Penerbit Universitas Diponegoro

Hanaysha, J. R. (2018). An Examination of The Factors Affecting Consumer’s Purchase Decision in The Malaysian Retail Market. PSU Research Review,2(1), 7–23. https://doi.org/10.1108/prr-08-2017-0034

Hassan, S. H., & Harun, H. (2016). Factors Influencing Fashion Consciousness in Hijab Fashion Consumption Among Hijabistas. Journal of Islamic Marketing, 7(4), 476–494. https://doi.org/10.1108/JIMA-10-2014-0064

Huang, J., & Zhou, L. (2019). The Dual Roles ff Web Personalization on Consumer Decision Quality in Online Shopping: The Perspective of Information Load. Internet Research, 29(6), 1280–1300. https://doi.org/10.1108/INTR-11-2017-0421

ipricegroup. (n.d.). The Map of E-commerce in Indonesia. Retrieved from iprice.co.id: https://iprice.co.id/insights/mapofecommerce/en/

Kamis, A., & Frank, J. (2012). The Impact of Social Shopping and Customization Support on Students’ Intentions to Purchase Online Travel. Journal of Travel and Tourism Research (Online), 12(2), 1–13.

Kasmi, K., & Candra, A. N. (2017). Penerapan E-Commerce Berbasis Business to Consumers Untuk Meningkatan Penjualan Produk Makanan Ringan Khas Pringsewu. Jurnal AKTUAL,15(2),109. https://doi.org/10.47232/aktual.v15i2.27

Katawetawaraks, C., & Wang, C. L. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 66–74. https://doi.org/10.14707/ajbr.110012

Kaur, H., & Anand, S. (2018). Segmenting Generation Y Using The Big Five Personality Traits: Understanding Differences in Fashion Consciousness, Status Consumption and Materialism. YoungConsumers,19(4),382–401. https://doi.org/10.1108/YC-03-2018-00788

Kautish, P., & Sharma, R. (2018). Consumer Values, Fashion Consciousness and Behavioural Intentions in The Online Fashion Retail Sector. International Journal of Retail and Distribution Management, 46(10), 894–914. https://doi.org/10.1108/IJRDM-03-2018-0060

Kumar, J. A. (2020). Disruptive Technologies in Fashion Industry. Asian Textile Journal, 29(12), 31–33. https://doi.org/10.33564/ijeast.2020.v04i11.029

Kuncoro, H. A. D. P., & Kusumawati, N. (2021). a Study of Customer Preference, Customer Perceived Value, Sales Promotion, and Social Media Marketing Towards Purchase Decision of Sleeping Product in Generation Z. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 265–276. https://doi.org/10.35631/aijbes.39018

Lidwina, A. (2021, 6 9). Produk Fesyen Jadi Primadona di E-Commerce. Retrieved from Databoks: https://databoks.katadata.co.id/datapublish/2021/06/09/produk-fesyen-jadi-primadona-di-e-commerce

Mahkota, A. (2014). Pengaruh Kepercayaan dan Kenyamanan Terhadap Keputusan Pembelian Online (Studi Pada Pelanggan Website Ride Inc). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 8(2), 79967.

Malhotra, N. K. (2017). Riset Pemasaran . Jakarta: Indeks.

Michaela, E., & Orna, S. L. (2015). Fashion Conscious Consumers, Fast Fashion and the Impact of Social Media on Purchase Intention. Academic Journal of Interdisciplinary Studies, 4(3), 173–178. https://doi.org/10.5901/ajis.2015.v4n3s1p173

Mihić, M., & Milaković, I. K. (2017). Examining Shopping Enjoyment: Personal Factors, Word of Mouth and Moderating Effects of Demographics. Economic. Research-Ekonomska Istrazivanja,30(1),1300–1317. https://doi.org/10.1080/1331677X.2017.1355255

O’Cass, A., Lee, W. J., & Siahtiri, V. (2013). Can Islam and Status Consumption Live Together in The House Of Fashion Clothing? Journal of Fashion Marketing and Management, 17(4), 440–459. https://doi.org/10.1108/JFMM-03-2013-0023

Patel, V. B., & Asthana, A. K. (2015). Risk, Trust, Shopping Enjoyment and Consumer Online Shopping Intention. International Journal of Engineering and Management Research Page Number, 1, 172–175. www.ijemr.net

Rahma, D. L. D., & Afrianty, S. (2018). The Influence of Fashion Consciousness and Brand Image on Purchase. 5(May), 54–59.

Rathnayake, C. V. (2011). An Empirical Investigation of Fashion Consciousness of Young Fashion Consumers in Sri Lanka. Young Consumers, 12(2), 121–132. https://doi.org/10.1108/17473611111141588

Samuel, H. S., Taylor, U., Taylor, U., & Wei, K. (2014). Pengaruh Kenikmatan Belanja Online dan Kepercayaan terhadap Niat Beli di Sosial Situs Perdagangan. 355–362.

Sarkar, S., Khare, A., & Sadachar, A. (2020). Influence of Consumer Decision-Making Styles on Use of Mobile Shopping Applications. Benchmarking, 27(1), 1–20. https://doi.org/10.1108/BIJ-07-2018-0208

Shephard, A. J., Pookulangara, S. A., Kinley, T. R., & Josiam, B. M. (2016). Impact of Fashion Orientation on Hispanic and Non-Hispanic White Consumer Behavior. Hispanic Journal of Behavioral Sciences, 38(1), 75–93. https://doi.org/10.1177/0739986315613300

The Map of E-commerce in Indonesia. (2021). Retrieved from Iprice Insights:https://iprice.co.id/insights/mapofecommerce/en/

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Electronic Commerce - A Managerial and Social Perspective. InSpringer. http://www.springer.com/gp/book/9783319100906

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic commerce. In IETE Technical Review (Institution of Electronics and Telecommunication Engineers, India) (Vol. 16, Issues 3–4). https://doi.org/10.1080/02564602.1999.11416851

Ulaan,R.V., Pangemanan, S. S. & Lambey., L (2016). The Effect of Perceived Enjoyment On Intention to Shop Online. Economic and Business, 4(1), 1137–1146.

Ullah, Z., Ahmad, N., & Naheed, R. (2020). Determinants of Fashion Consciousness to Predict Hijabistas’ Buying Behavior of Young Pakistani Women. Journal of Xi’an University of Architecture & Technology, XII(V), 73–87. https://doi.org/10.37896/jxat12.05/1407

Wiranegara, C. O., & Brahmana, R. K. (2016). Analisa Pengaruh Customer Value terhadap Purchase Intention Melalui Online Promotion di Starbucks Coffee Surabaya. Jurnal Manajemen Pemasaran, 1(1), 1–10.

Wu, Y. L., & Li, E. Y. (2018). Marketing Mix, Customer Value, and Customer Loyalty in Social Commerce: A Stimulus-Organism-Response Perspective. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250

Yaoyuneyong, G. S., Pollitte, W. A., Foster, J. K., & Flynn, L. R. (2018). Virtual Dressing Room Media, Buying Intention and Mediation. Journal of Research in Interactive Marketing, 12(1), 125–144. https://doi.org/10.1108/JRIM-06-2017-0042




DOI: https://doi.org/10.31932/jpe.v7i1.1549

Article Metrics

Abstract view : 66 times
PDF - 13 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.