PENGARUH ENVIRONMENTALISME, SENSITIVITAS HARGA, GAYA  HIDUP HEMAT (FRUGALITY) TERHADAP NIAT BELI FESYEN THRIFT  SEBAGAI ALTERNATIF PRODUK RAMAH LINGKUNGAN PADA  GENERASI Z DI BATANG DAN PEKALONGAN

Sigit Adi Setiawan; Teguh Purwanto

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PENGARUH ENVIRONMENTALISME, SENSITIVITAS HARGA, GAYA HIDUP HEMAT (FRUGALITY) TERHADAP NIAT BELI FESYEN THRIFT SEBAGAI ALTERNATIF PRODUK RAMAH LINGKUNGAN PADA GENERASI Z DI BATANG DAN PEKALONGAN

Pengarang : Sigit Adi Setiawan, Teguh Purwanto

Kata Kunci :Environmentalisme, Sensitivitas Harga, Frugality, Niat Beli, Fesyen Thrift.

Penelitian ini bertujuan untuk mengetahui pengaruh Environmentalisme, Sensitivitas Harga, dan Gaya Hidup Hemat (Frugality) terhadap Niat Beli fesyen thrift sebagai alternatif produk ramah lingkungan pada Generasi Z di Batang dan Pekalongan. Populasi penelitian adalah Generasi Z di wilayah tersebut yang pernah membeli atau tertarik membeli fesyen thrift. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang tersebar melalui kuesioner dalam bentuk google form, Pengambilan sampel menggunakan teknik purposive sampling dan jumlah sampel yang diperoleh sebanyak 112 responden. Analisis data menggunakan regresi linear berganda dengan SPSS versi 26, meliputi uji validitas, reliabilitas, asumsi klasik, uji parsial, uji simultan, dan koefisien determinasi (R²). Hasil menunjukkan bahwa secara simultan ketiga variabel berpengaruh terhadap niat beli fesyen thrift. Namun secara parsial, hanya environmentalisme dan frugality yang berpengaruh positif dan signifikan, sedangkan sensitivitas harga berpengaruh positif tetapi tidak signifikan sehingga hipotesis ditolak. Dapat disimpulkan bahwa niat beli Generasi Z terhadap fesyen thrift tidak hanya dipengaruhi harga, tetapi juga kepedulian terhadap lingkungan dan penghematan. Temuan ini dapat menjadi dasar bagi pelaku usaha fesyen thrift dalam menyusun strategi pemasaran yang menekankan keberlanjutan, keunikan produk, dan kesadaran konsumen.

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