Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
Antecedents And Consequence Of The Fashion Consciousness: A Study On Generation Y Male In Bandung
Skripsi, 034 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-18 21:01:46
Oleh : Figur Muhamad Luthfi - 165264043 (figurmuhammadl@gmail.com)
Dibuat : 2021-02-18, dengan 4 file
Keyword : Fashion Consciousness; Buying Intention; Self-Identity, Social Media Influence, Mass Media Influence, Gen Y Male Fashion Consumer
The development of men's fashion has continued to increase and grow faster than women's clothing during the last decade but yet a lack of study about the male fashion segment in Indonesia. Therefore, it is necessary to understand the Generation Y male buying intention towards fashion products because Gen Y becomes the most prospective market right now and for the future. The purpose of this study is to know about the element that impacts fashion consciousness among males using self-identity, social media influence, changes in work practice, advancement in information technology, and mass media influence variables and the impact of fashion consciousness toward buying intention. This study uses quantitative research; the data collected uses a self-administered online questionnaire distributed in Bandung, Indonesia. The samples of this research are Gen Y males in the Bandung area. This study has collected 227 respondents and also their profile data. This study uses partial least squares structural equation modeling analysis (PLS-SEM) with smart PLS application to test the hypothesis and SPSS application to know about demographic analysis and descriptive analysis. The findings of this study show that self-identity, social media influence, and mass media influence have a significant effect on fashion consciousness; also, fashion consciousness has substantial results in buying intention. In the end, a marketing strategy to create advertising with a self-identity campaign using social and mass media is suggested as the implication of this study.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-18 21:01:46
Oleh : Figur Muhamad Luthfi - 165264043 (figurmuhammadl@gmail.com)
Dibuat : 2021-02-18, dengan 4 file
Keyword : Fashion Consciousness; Buying Intention; Self-Identity, Social Media Influence, Mass Media Influence, Gen Y Male Fashion Consumer
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Deskripsi Alternatif :The development of men's fashion has continued to increase and grow faster than women's clothing during the last decade but yet a lack of study about the male fashion segment in Indonesia. Therefore, it is necessary to understand the Generation Y male buying intention towards fashion products because Gen Y becomes the most prospective market right now and for the future. The purpose of this study is to know about the element that impacts fashion consciousness among males using self-identity, social media influence, changes in work practice, advancement in information technology, and mass media influence variables and the impact of fashion consciousness toward buying intention. This study uses quantitative research; the data collected uses a self-administered online questionnaire distributed in Bandung, Indonesia. The samples of this research are Gen Y males in the Bandung area. This study has collected 227 respondents and also their profile data. This study uses partial least squares structural equation modeling analysis (PLS-SEM) with smart PLS application to test the hypothesis and SPSS application to know about demographic analysis and descriptive analysis. The findings of this study show that self-identity, social media influence, and mass media influence have a significant effect on fashion consciousness; also, fashion consciousness has substantial results in buying intention. In the end, a marketing strategy to create advertising with a self-identity campaign using social and mass media is suggested as the implication of this study.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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- Supervisor : Adila Sosianika S.E., MAIMM.
Co-Supervisor: Arie Indra Gunawan, S.Pd., M.M., Editor: Erlin Arvelina
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