Fatmala, Nadhiva Auliya and Azizah, Nurul (2024) PENGARUH FASHION INVOLVEMENT, HEDONIC CONSUMPTION DAN SHOPPING LIFESTYLE TERHADAP PREFERENSI KONSUMEN GENERASI Z MELALUI HEDONIC SHOPPING MOTIVATION (STUDI PADA RESELLER HIJAB INZIA SCARF DI KOTA KEDIRI). Undergraduate thesis, UPN VETERAN JATIM.
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Abstract
This study aims to analyze the influence of Fashion Involvement, Hedonic Consumption and Shopping Lifestyle on the preferences of Generation Z consumers, with Hedonic Shopping Motivation as an intervening variable. The focus of this research is Inzia Scarf resellers in Kediri City. This type of research is associative, employing a quantitative approach and using calosed-ended questionnaires asthe data collection technique. The respondents involved are 150 Generation Z consumers/resellers who actively shop for Inzia Scarf. Based on data analysis techniques including validity tests, reliability tests, bootstrapping tests, goodness-of-fit tests and hypothesis testing using path analysis, the data were processed using Structural Equation Modeling (SEM) with SmartPLS (Partial Least Square). The results indicate that Fashion Involvement and Hedonic Consumption do not significantly affect Consumer Preferences, while Shopping Lifestyle and Hedonic Shopping Motivation have a significantimpact on Consumer Preferences. Furthermore, Hedonic Shopping Motivation mediates the influenceof Fashion Involvement, Hedonic Consumption, and Shopping Lifestyle on Consumer Preferences. The variable that most significantly affects Consumer Preferences is Hedonic Shopping Motivation, followed by Shopping Lifestyle, then Fashion Involvement and Hedonic Consumption. This study provides theoretical implications by enriching the understanding of consumer behavior and market segmentation, as well as practical implications for companies in enhancing marketing strategies, product development and shopping experiences in accordance with Generation Z preferences.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | NADHIVA AULIYA FATMALA | ||||||||
| Date Deposited: | 12 Dec 2024 01:52 | ||||||||
| Last Modified: | 12 Dec 2024 02:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32865 |
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