PENGARUH ATTITUDE, SUBJECTIVE NORMS, DAN PERCEIVED BEHAVIOUR CONTROL TERHADAP PURCHASE INTENTION PAKAIAN THRIFT (Studi Pada Generasi Z di Paciran)

WAHYUNI, MIRA (2025) PENGARUH ATTITUDE, SUBJECTIVE NORMS, DAN PERCEIVED BEHAVIOUR CONTROL TERHADAP PURCHASE INTENTION PAKAIAN THRIFT (Studi Pada Generasi Z di Paciran). Skripsi thesis, UNIVERSITAS ISLAM DARUL 'ULUM LAMONGAN.

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Abstract

The development of the fast fashion industry has caused negative environmental and social impacts, prompting the emergence of thrift shopping as a more sustainable consumption alternative. Thrift shopping is now a part of lifestyle and identity expression, especially among Generation Z. Consumer behaviour towards purchasing thrift clothing can be analysed through the Theory of Planned Behavior (TPB) and Theory of Consumption Value (TCV) approaches to understand the role of attitudes, social norms, and perceived control in shaping purchase intentions. This study aims to analyse the influence of attitude, subjective norms, and perceived behavioural control on the purchase intention of thrift clothing for Generation Z in Paciran District. The research method uses a quantitative approach through questionnaire surveys and multiple linear regression analysis. Samples were taken using purposive sampling technique and analysed using validity, reliability, and classical assumption tests. The results showed that attitude, subjective norms, and perceived behavioural control have a positive and significant effect on purchase intention, both partially and simultaneously. The t-test shows that the three variables have a significance value <0.05, while the F-test produces an F-count value of 78.504 with a significance <0.001, and an R² value of 0.710. Thus, the more positive the attitude, the stronger the social influence, and the higher the perception of individual control towards purchasing thrift clothing, the greater the intention of Generation Z in Paciran to buy the product.

Item Type:	Name Thesis (Skripsi)
Uncontrolled Keywords:	Attitude, Perceived Behavioural Control, Purchase Intention, Subjective Norms, Thrift
Subjects:	A General Works > AC Collections. Series. Collected works H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	riswanda rizky
Date Deposited:	14 Apr 2026 04:25
Last Modified:	14 Apr 2026 04:25
URI:	http://repository.unisda.ac.id/id/eprint/4014

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