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"Pada era modern seperti sekarang, fashion merupakan suatu fenomena yang berkaitan langsung dengan gaya hidup. Gaya hidup yang mengharuskan seseorang untuk menunjang penampilannya agar terlihat menarik, tidak hanya agar terlihat menarik saja, tetapi fashion juga menunjukan kelas atau jati diri seseorang. Melihat dari bagaimana orang-orang pada saat ini menjadikan fashion merupakan suatu kebutuhan. Hal ini telah menjadi suatu fenomena yang penting. Penelitian ini bertujuan untuk menganalisis pengaruh fashion involvement terhadap hedonic consumption studi sepatu Adidas 'Boost Series". Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui survei, melakukan penyebaran kuesioner kepada 100 orang responden menyesuaikan dengan kriteria sampel. Teknik yang digunakan pada penelitian ini adalah non-probability sampling. Hasil penelitian menunjukan fashion involvement pada konsumen Sepatu Adidas "Boost Series: memiliki pengaruh signifikan terhadap hedonic consumption.

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In these modern days, fashion is a phenomenon which relate to a lifestyle. Which requires a person to support their appearance to make it look attractive. Fashion make someone to look attractive, but also shows a person's class or identity. Observing from how people at this time think about fashion as necessity. The objective of this research is to analyze the effect of fashion involvement toward hedonic consumption study on Adidas Sneakers "Boost Series". This research uses quantitative approach with data collection techniques through survey, distributing questionnaire to 100 respondents according to the sample criteria. The sampling techniques that researcher used is non-probability techniques. The results show that fashion involvement in consumer of Adidas sneakers "Boost Series" have significant with an influence on hedonic consumption."

"Penelitian ini mengevaluasi pengaruh keterlibatan dalam berbusana, emosi positif, dan kecenderungan konsumsi hedonis terhadap perilaku pembelian impulsif dari pakaian "X". 150 kuesioner didistribusikan kepada responden di outlet X pada mall Taman Anggrek Jakarta. Hasil menunjukan bahwa keterlibatan dalam berbusana, emosi positif, dan kecenderungan konsumsi hedonis mempengaruhi perilaku pembelian impulsif dari pakaian "X"."

"Penelitian ini merupakan adaptasi dari penelitian yang sebelumnya pernah dilakukan di Pakistan. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi konsumen terhadap konsumsi fashion yang berkelanjutan. Data dikumpulkan melalui self-administrated questionnaire kepada responden yang berdomisili di DKI Jakarta, Surabaya, Medan, Bandung, dan Makassar yang pernah berbelanja di fashion store di pusat perbelanjaan modern (mall). Peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari nilai belanja hedonis dan utilitarian, fashion involvement, pro-environmental attitude, dan religuisitas terhadap konsumsi fashion yang berkelanjutan. Hasil dari penelitian ini adalah hanya nilai belanja utilitarian, pro-environmental attitude, dan religiusitas intrapersonal yang memengaruhi konsumsi fashion yang berkelanjutan. Sedangkan, religiusitas hanya meningkatkan pengaruh positif dari fashion involvement dan pro-environmental attitude terhadap konsumsi fashion yang berkelanjutan. Hasil penelitian ini dapat dijadikan referensi untuk pelaku bisnis fashion agar dapat memprioritaskan aspek keberlanjutan dalam proses produksinya.

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This study is adopted from previous study was conducted in Pakistan. This study aims to determine factors those affect consumer to sustainable fashion consumption. Data was collected from self-administrated questionnaire within DKI Jakarta, Surabaya, Medan, Bandung, and Makassar who had bought at a fashion store in a modern shopping center (mall).

This research using a Structural Equation Modelling (SEM) to analyze the effect of hedonic and utilitarian shopping value, fashion involvement, pro-environmental attitude and religiosity on sustainable fashion consumption.

The results of this study that only the utilitarian shopping value, pro-environmental attitude, and religiosity that affect sustainable fashion consumption. However, religiosity is only a positive increase from the fashion involvement and a pro-environmental attitude towards sustainable fashion consumption. The results of this study can be used as a reference for business clothing in order to prioritize sustainability aspects in the production process."

"Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi slow fashion consumption. Sampel dari penelitian ini merupakan generasi Z di Jabodetabek. Terdapat sebanyak 228 responden yang diperoleh dengan menggunakan metode purposive sampling. Penelitian ini menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM) untuk menganalisis pengaruh dari theory of planned behavior, ethical considerations, dan conscious consumption intention terhadap slow fashion consumption. Hasil dari penelitian ini menunjukkan bahwa hanya ethical considerations dan conscious consumption intention yang memengaruhi slow fashion consumption. Namun, pro-environmental attitude, subjective norms, dan ethical considerations memengaruhi conscious consumption intention. Penelitian ini juga menunjukkan bahwa subjective norms memengaruhi pro-environmental attitude. Hasil penelitian ini dapat menjadi referensi bagi pelaku usaha di industri fashion untuk memprioritaskan aspek ethicality dalam proses produksinya dan menargetkan konsumen yang conscious. Penelitian berikutnya dapat menambahkan pertanyaan penyaring pada instrumen penelitian terkait apakah responden pernah membeli pakaian dari brand slow fashion untuk menghindari outcome bias.

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This study aims to investigate the factors influencing slow fashion consumption. The samples used in this study includes generation Z in Jabodetabek. There were 228 respondents obtained using purposive sampling method. This study uses Partial Least Square Structural Equation Modelling (PLS-SEM) to analyze the effect of theory of planned behavior, ethical considerations, and conscious consumption intention on slow fashion consumption. The results of this study show that only ethical considerations and conscious consumption intention that affect slow fashion consumption. However, pro-environmental attitude, subjective norms, and ethical considerations affect conscious consumption intention. This study also show that subjective norms affect pro-environmental attitude. The results of this study can be used as a reference for business in fashion industry to prioritize ethicality aspects in the production process and targeting conscious consumers. Future research can add a screening question about whether the respondent has purchased clothes from slow fashion brand in order to avoid outcome bias."

"[Tujuan dari penelitian ini adalah untuk melihat pengaruh dari atributproduk fashion terhadap perilaku pembelian impulsif konsumen, dengan mempertimbangkan perilaku utilitarian web browsing dan hedonic web browsing konsumen di situs online yang menjual produk fashion. Sampel penelitian ini adalah 166 pria dan wanita yang pernah melakukan pembelian produk fashion di situs online lokal dalam kurun waktu 6 (enam) bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling. Hasil penelitian menunjukkan bahwa atribut produk yang mempengaruhi perilaku Utilitarian WebBrowsing konsumen adalah Variety of Selection, sedangkan atribut produk yang berpengaruh terhadap perilaku Hedonic Web Browsing konsumen adalah Price Attributes. Di samping itu, hasil penelitian menunjukkan bahwa perilaku Utilitarian Web Browsing berpengaruh secara negatif terhadap E-Impulse Buying, sedangkan Hedonic Web Browsing memiliki pengaruh positif terhadap E-Impulse Buying.;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying, This research aims to analyze the effect of fashion product attributes on consumer’s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer’s Utilitarian Browsing Behavior, whilst consumer’s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying]"

"Industri fashion memiliki berbagai dampak negatif pada keadaan lingkungan, dan ketimpangan sosial, dan ekonomi, terutama terkait model bisnis fast fashion. Karenanya, muncul gerakan fashion berkelanjutan (sustainable fashion) yang berusaha menyediakan solusi bagi permasalahan ini. Penelitian terdahulu menunjukkan 50% konsumen tertarik dengan produk fashion berkelanjutan, namun pangsa pasar akhir hanya berjumlah 1%. Sehingga, fashion berkelanjutan masih dilihat sebagai ceruk pasar (niche market). Penelitian ini bertujuan untuk menggali persepsi dari kelompok konsumen ceruk pasar akan fashion berkelanjutan, serta pengemasan informasi fashion berkelanjutan yang disajikan kepada kelompok konsumen dalam membentuk persepsi tersebut. Riset ini menggunakan adaptasi model persepsi konsumen Wells & Prensky (1996), dengan melibatkan konsep persepsi, stimuli, dan kelompok referensi. Beranjak dari paradigma konstruktivisme, penelitian ini mengumpulkan data menggunakan metode wawancara mendalam terhadap 5 orang perempuan yang secara sadar telah mengkonsumsi produk fashion berkelanjutan dan atau mempraktikkan pola konsumsi yang sesuai kaidah fashion berkelanjutan. Hasil penelitian menunjukkan bahwa konsumen melihat fashion berkelanjutan sebagai lebih dari sebuah produk yang bisa dibeli, melainkan sebuah praktik sebagai bagian dari gaya hidup. Pemahaman dan praktik fashion berkelanjutan yang mengakar perlu dimiliki oleh konsumen dan publik untuk menghindari persepsi fashion berkelanjutan hanya sekedar tren. Jika tidak, akan berlawanan dengan filosofi ‘berkelanjutan’ itu sendiri.

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The fashion industry has various negative impacts on environmental conditions, and social and economic inequality, especially related to the fast fashion business model. Because of this, Sustainable Fashion movement has emerged to provide a solution to this problem. Previous research shows that 50% of consumers are interested in sustainable fashion products, but the final market share is only 1%. Thus, Sustainable Fashion is still seen as niche market. This study aims to explore the perceptions of niche market consumer groups for Sustainable Fashion, as well as the packaging of Sustainable Fashion information presented in shaping these perceptions. This research uses an adaptation of Wells & Prensky's (1996) consumer perception model, involving the concepts of perception, stimuli, and reference groups. Using the constructivism paradigm, this study collects data using in-depth interviews with 5 women who have consciously consumed sustainable fashion products and or practiced consumption patterns according to sustainable fashion philosophy. The results show that consumers see sustainable fashion as more than products to be bought, but a practice as part of their lifestyle. A deep-rooted understanding and practice of sustainable fashion needs to be shared by consumers and the public. Otherwise, it would be against the philosophy of 'sustainability' itself."

"Penelitian ini bertujuan menggambarkan menganalisis bagaimana pengaruh event marketing Brighspot Market terhadap keputusan pembelian produk fashion.Penelitian kuantitatif ini menggunakan pengumpulan data dengan kuesioner dan dianalisis menggunakan regresi linear. Sampel penelitian ini adalah 105 mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, dengan kriteria pernah melakukan pembelian pada event marketing Brightspot Market.Hasil penelitian ini menemukan pengaruh bahwa event marketing memiliki pengaruh yang cukup signifikan terhadap pembelian impuls Terdapat faktor-faktor lain yang juga mempengaruhi keputusan pembelian impuls konsumen pada saat mengunjungi event marketing Brightspot Market.The objective of this research is to identify how the impact of event marketing toward impulse buying decision.

This quantitative study using questionnaire and apply linear regression method to analyze the data. The sample of this research is 105 University of Indonesia Social and Politics faculty students within criteria that have been attend Brightspot Market event.

The result of this study reveals that event marketing has significant impact toward impulse buying, however event marketing elements only have moderate impact towards impulse buying. There are other factors that affect customers impulse buying decision while attend Brightspot Market event."

"Fashion telah menjadi suatu gaya hidup dalam berpenampilan yang dapat mencerminkan identitas diri. Saat ini, wanita Muslim memiliki kesadaran lebih terhadap citra diri dan identitas sosial mereka sehingga mempengaruhi konsumsi mereka salah satunya terhadap hijab fashion. Hijab fashion merepresentasikan citra dari wanita Muslim yang membawa pesan taat pada perintah agama namun juga terlihat fashionable. Disisi lain, ternyata konsumsi pakaian fashion juga memiliki tujuan tersirat untuk menunjukan status sosial seseorang karena dianggap sebagai barang konsumsi publik. Dengan demikian, hijab fashion berpotensi memiliki hubungan dengan materialisme dan konsumsi status. Tujuan penelitian ini adalah mengetahui faktor-faktor yang mempengaruhi kesadaran fashion (fashion consciousness) pada konsumsi hijab fashion dan hubungannya terhadap religiusitas,konsumsi status, dan materialisme. Sampel penelitian ini adalah wanita milenial berhijab di Indonesia. Metode pengolahan data dalam penelitian ini menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa gaya berpakaian, motivasi fashion, sumber pengetahuan fashion, keunikan fashion, materialisme, dan konsumsi status secara positif mempengaruhi kesadaran fashion. Sementara religiusitas signifikan memoderasi pengaruh faktor-faktor yang mempengaruhi kesadaran fashion terhadap kesadaran fashion secara keseluruhan, kecuali pada faktor materialisme dan sumber pengetahuan fashion. Sementara, kesadaran fashion secara positif mempengaruhi konsumsi hijab fashion. 

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Fashion has become a lifestyle in appearance that can reflect self-identity. Nowadays, Muslim women having more conscious of their self-image and social identity, which affects their consumption, one of which is hijab fashion. Hijab fashion represents the image of Muslim women who carry a message obedient as religious orders but also looks fashionable. On the other hand, consumption of fashion clothing also has an implied purpose to show one's social status because it is considered as a public consumption good. Thus, hijab fashion has a potential relationship with materialism and status consumption. The purpose of this study is to determine factors that influencing fashion consciousness on hijab fashion consumption and its relationship to religiosity, status consumption, and materialism. The sample of this study consist of millennial women wearing hijab in Indonesia. This study using Structural Equation Modeling (SEM) for data processing methods. The results showed that dressing style, fashion motivation, sources of fashion knowledge, fashion uniqueness, materialism, and status consumption are positively influence fashion consciousness. While religiosity is significantly moderated the influence of a whole factor that effect fashion consciousness against fashion consciousness, except for materialism and the source of fashion knowledge factors. Meanwhile, fashion consciousness has positively affects the hijab fashion consumption. "

"Penelitian ini bertujuan untuk mengetahui peran self expression dalam bentuk personal identity dan social identity serta need-for-uniqueness dalam menjelaskan hubungan design dominance dan brand uniqueness terhadap brand loyalty dalam konteks pembelian produk fashion lokal. Sampel yang digunakan dalam penelitian ini yaitu penduduk Indonesia yang berdomisili di Jabodetabek (Jakarta, Bogor, Depok Tangerang, dan Bekasi), merupakan generasi Z atau dalam rentang usia 18-25 tahun, dan membeli local fashion products dalam satu tahun terakhir. Data yang berhasil dikumpulkan adalah sebanyak 204 responden yang kemudian diolah menggunakan metode structural equation modeling (SEM). Hasil penelitian ini menunjukkan bahwa pada local fashion products, variabel self expression yang terdiri dari personal identity dan social identity memiliki pengaruh positif terhadap need-for-uniqueness, kemudian need-for-uniqueness berpengaruh positif terhadap design dominance, dan design dominance berpengaruh positif terhadap brand loyalty. Penelitian ini juga membuktikan adanya pengaruh positif brand uniqueness terhadap brand loyalty. Keterbatasan penelitian, implikasi manajerial, dan saran penelitian selanjutnya dijelaskan dalam penelitian ini.

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This paper aims to determine the role of self expression in the form of personal identity and social identity as well as need- for- uniqueness in explaining the relationship between design dominance and brand uniqueness towards brand loyalty in the context of local fashion products consumption. The sample used in this study is Indonesian residents who live in Greater Jakarta Area (Jakarta, Bogor, Depok Tangerang, and Bekasi), generation Z or in the age range of 18-25 years, and have purchased local fashion products in the past year. The data was from 204 respondents which were then processed using the structural equation modeling (SEM) method. The results of this study indicate that within local fashion products consumption, the variables of self expression that is comprised personal identity and social identity have a positive influence towards the need for uniqueness, further on need for uniqueness positively influences design dominance, and design dominance has a positive influence towards brand loyalty. This study also proves the positive influence of brand uniqueness towards brand loyalty. Research limitations, managerial implications, and suggestions for further research are further described within this study."