Rm Harya Nayottama Atmaja B, . (2024) PENGARUH PESAN KAMPANYE #TUKARBAJU TERHADAP PERILAKU KONSUMEN DALAM PEMBELIAN PAKAIAN BEKAS MELALUI PENGETAHUAN, SIKAP, DAN KETERAMPILAN (Survei Pada Followers Instagram @Tukarbaju_). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The fast fashion industry, particularly in Indonesia, has experienced rapid growth over the past few decades. However, this phenomenon brings significant impacts, especially in relation to the environment and sustainability issues. Along with the rise of the fast fashion industry, the generation of textile waste and the environmental impact of clothing production continues to increase. It is in this context that a trend has emerged of people starting to purchase second-hand clothing or often referred to as preloved fashion. However, second-hand clothing or preloved fashion is often faced with a negative stigma in society. This stigma relates to the perception that second-hand clothing is unclean, worn out, or unsuitable for use. One campaign that tries to educate and motivate consumers to use used clothing is the #TukarBaju campaign initiated by the Zero Waste Indonesia community, an effort designed to address the negative impact of the fashion industry on the environment. This study aims to understand how much impact the #TukarBaju campaign has on environmental awareness and consumer decisions in purchasing used clothing from Instagram followers @tukarbaju_. The basis of the model used is the Ostegaard Campaign Model This research uses descriptive quantitative research with survey methods and data collection techniques in the form of questionnaires, observations, and literature studies. The technique of analyzing the effect of Variable X on Variable Y directly and indirectly through intervening variables, namely knowledge, attitudes and skills using correlation analysis, regression analysis, determination coefficient test, and hypothesis testing with the t test. Based on the test analysis that has been carried out, it shows that there is a very significant positive impact on the existence of the #TukarBaju campaign message indirectly through intervening variables, namely knowledge, skills, and attitudes and directly. So it can be concluded that there is an indirect influence in the #TukarBaju Campaign on Consumer Decisions in Purchasing Used Clothing (Survey on Instagram Followers @Tukarbaju through increasing consumer knowledge, skills and attitudes.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910411220] [Pembimbing: Windhiadi Yoga Sembada] [Penguji 1: Munadhil Abdul Muqsith] [Penguji 2: Uljanatunnisa] |
| Uncontrolled Keywords: | Campaign, Consumer Behaviour, Used Clothing Purchase |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | RM HARYA NAYOTTAMA ATMAJA B |
| Date Deposited: | 03 Sep 2024 02:43 |
| Last Modified: | 03 Sep 2024 02:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31238 |
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