GENERATION Z REPURCHASE BEHAVIOUR ANALYSIS OF ONLINE PROFIT THRIFT SHOP IN INDONESIA

• Main Author: Nur Yanto, Ananda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49535
• Institution: Institut Teknologi Bandung

The thrift shop was originally built for fundraising by social organizations. However, when economic conditions, vintage style trends, and the increasing number of fashion-conscious consumers, have started the thrift business to emerge, especially online thrift shops. This has influenced the increase in consumers of generation Z category online thrift stores over the past few years. In addition, there has also been an increase in the number of online thrift shops. This will make it easier for consumers to compare prices at each store. Seeing this, of course, an extra strategy is needed for online thrift store marketers that are able to encourage consumers to make repurchases (repurchase intentions) at the same online profit thrift store. the objective of this research is to analyse the repurchase behavior of generation Z at online profit thrift stores and the recommendations that can be made by profit thrift store marketers in selling thrift products online. Researchers explored the factors (perceived usefulness, online store enjoyment, online stores trustworthiness, need for uniqueness, frugality, price orientation) from two major dimensions (store image and thrift motif) adopted from related journals. This study will use survey methods in collecting data from respondents and PLS-SEM to analyse the relationship between factors, online shopping attitudes, electronic satisfaction, electronic loyalty, and online repurchase intentions. The results of this research indicate that the enjoyment of online stores, the need for uniqueness, and price orientation has an influence on the repurchasing behavior of Generation Z on profit-winning online stores. The results of this study are expected to increase the knowledge of thrift store marketers, its crucial profit in generation Z Indonesia and to maximize sales of thrift products online in Indonesia.