FACTORS AFFECTING YOUNG ADULTS PURCHASE INTENTION IN ONLINE SECOND-HAND CLOTHING STORE

• Main Author: Xina Br. Surbakti, Beatricia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64378
• Institution: Institut Teknologi Bandung

One sector in the fashion industry that has shown growth and prospect is the resale sector. The origin of second-hand clothes consumption dates back to the 14th century as ways to save money and survive in a time of crisis. However, it is currently seen as a rather smart purchase due to its financial benefit, environmental consciousness and statement of unique taste. Following the technology advancement, people began bringing second-hand clothes to online platforms, which offers different experiences when compared to the conventional stores. Despite of the great prospect, no past study has discussed customer purchase behaviour in online second-hand clothing context in particular. This research aims to find out the predictive factors of consumer purchase intention in online second-hand clothing stores and the implication for the business owners. Using quantitative method of Multiple Linear Regression (MLR), it is found that time pressure, price sensitivity and fashion involvement is significantly related to purchase intention in the case of online second-hand consumption. The sample size is 263 respondents from different areas of Indonesia. This research contributes a surface-level understanding of this phenomenon. This research requires further exploration on the underlying causes of the relationship between the variables, or whether there is interaction between these variables.