DRIVING FACTORS OF SECOND-HAND CLOTHING PURCHASE: GENERATION Z CONSUMERS IN INDONESIA

• Main Author: Wacaningputri, Nadasha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67869
• Institution: Institut Teknologi Bandung

The phenomenon of buying second-hand clothing (SHC) is rising. SHC has grown as a global fashion trend and business sensation. Among Generation Z (Gen Z), SHC has become increasingly popular. Especially in Indonesia, which has an extending youth population of Gen Z as a result of having a demographic bonus. Also, Gen Z in Indonesia has distinct features that may differentiate it from other countries. Many factors can influence the purchase of SHC, it can be differed from cultural, personal, social, and psychological. the driving factors of Gen Z on purchasing SHC can be varied and personal. factors such as frugality, originality, lifestyle, reviews from internet users and information on digital media might contribute to the driving factors for Gen Z to purchase SHC. As Indonesia's most dominating population, Gen Z gives the most impact to the purchase of SHC in Indonesia. Therefore, this study is conducted to find the factors that prompted the consumer behaviour of Generation Z in Indonesia to purchase SHC, while discovering how Gen Z in Indonesia has distinct purchasing behaviour from the other living generations. This research applied a qualitative research method using a phenomenological approach through online in-depth interviews of fifteen participants. This study uncovers three factors that influence the purchasing behaviour of Gen Z in Indonesia to purchase SHC. These factors include good quality clothes at an affordable price, perception of SHC as “one of a kind” clothes, and curiosity and fun experiences. First, most of Gen Z in Indonesia still in the step where they don’t have any income, a cheap prices over clothes is really important and suits their situation more. good quality of SHC items with their affordable price influence their purchase but in this term, low price is the priority because even though the quality is good but then the price is expensive or even nearing new clothes, they don’t want to buy it. Good quality of clothes meant differently for each participant, it can be good materials, no defects, or even a good brand. Second, the concept of SHC that only sells one pieces of items attract more participants to buy it, the thoughts of SHC which SHC provided different types of styles, unique items, cute items, or items that are considered to be never seen before by the participants. Hence, it makes the participants feel like they are the only one who has the item and it makes them very happy and even increases their pride. Third, social media such as TikTok and Instagram and the people surrounding the participants are influenced and make the participants curious and play a part in constructing the first move to try SHC shopping or making them look out for further information regarding SHC. This study is based on Gen Z in Indonesia as a whole country, similar research can specify the city and expand the area of research inside those cities and future research can conduct direct interview or field observations so it can enhance the information in more detail context of the current situation of SHC in Indonesia.