Persepsi Konsumen terhadap Nilai dan Risiko dari Fashion Rental: Penerapan Circular Fashion di Indonesia
Abstract
Tujuan dari penelitian ini adalah untuk menganalisis persepsi nilai dan resiko konsumen terhadap konsumsi circular fashion di Indonesia, khususnya pada platform penyewaan online. Penelitian ini juga menyelidiki peran moderasi dari consumer involvement terhadap hubungan antara product attitude dan behaviour intention, yaitu WOM Intention dan Purchase intention, Penelitian ini merupakan penelitian kuantitatif yang menggunakan kuesioner online untuk mendapatkan data survei dari 301 responden di beberapa kota di Indonesia. Survei dilakukan di antara pengguna platform penyewaan online di Indonesia. Untuk menguji hipotesis yang disimpulkan dari tinjauan literatur, pemodelan persamaan struktural digunakan. Pendekatan Partial Least Square digunakan untuk memvalidasi validitas, reliabilitas, dan hubungan skala model yang diusulkan. Hasil penelitian ini menunjukkan bahwa emotional value, social value , financial risk, aesthetic risk , dan sanitary risk secara signifikan mempengaruhi product attitude. Peran moderasi dari consumer involvement ditemukan dalam hubungan antara social value dan product attitude, serta product attitude dan wom intention. Penelitian ini merupakan penelitian pertama yang mengevaluasi bagaimana konsumen Indonesia memandang nilai dan risiko dari platform penyewaan, dan apakah consumer involvement akan berpengaruh terhadap purchase intention dan wom intention. temuan ini juga dapat membantu pemasar circular fashion di Indonesia untuk membuat strategi promosi yang lebih disesuaikan.
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