Analisis faktor -faktor yang mempengaruhi minat menggunakan platform penyewaan busana (studi kasus: style theory)

Barkah, Wira Tri (2021) Analisis faktor -faktor yang mempengaruhi minat menggunakan platform penyewaan busana (studi kasus: style theory). Masters thesis, IPB University.

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Official URL: http://repository.ipb.ac.id/handle/123456789/10675...

Abstract

The rapid development in the fast fashion industry makes it easier for consumers to meet their needs for their dress styles. However, for some consumers this can actually create pressure for those who feel they must follow trends that are changing rapidly from day to day. In order to stay abreast of changing trends, it is not uncommon for consumers to continuously buy the latest fashion products, even unconsciously it can burden them financially. Not only that, buying fashion products continuously also has the potential to have an impact of textile waste. Excessive consumption and a culture of waste will result in more premature disposal of clothing and more textile waste than ever before. Currently, we can see the development of the sharing economy platform in Indonesia in various business fields including the fashion industry. One of the fashion business models that is currently developing is a platform for fashion rental. Style Theory is the most popular and widely used fashion-renting platform in Indonesia with 150 thousand active users to date. Utilizing this fashion-renting platform is expected to be an alternative solution for style lovers to meet their clothing needs. This not only has a positive impact on the surrounding environment, but by renting, consumers have an active role to take part in reducing textile waste which continues to increase every day. Consumer perception is an important factor to consider when adopting a technology. According to TAM, perceived usefulness and perceived ease of use are two factors that influence attitudes. Apart from that, the quality of the information system is also thought to be another important factor for consumers when using a fashion-renting platform. This study uses the TAM model with the addition of the information quality variable as an external variable to test and analyze the relationship between user perceptions, information quality, user attitudes and intention to use a fashion-renting platform. A total of 173 respondents have filled out an online questionnaire distributed through several media with the criteria of the female population in the Greater Jakarta area who have never used a fashion-renting platform. The endogenous variable (Z) in this study is intention to use. The intervening variable is attitude (ATT). The exogenous variable (X) in this study includes information quality (IQ), perceived usefulness (PU) and perceived ease of use (PEOU). The scale used is the Likert scale with five levels, namely (1) strongly disagree, (2) disagree, (3) quite agree, (4) agree, and (5) strongly agree. Descriptive analysis and structural equation modeling (SEM) analysis were applied in this study. The fit test of the measurement and structural model was carried out and indicated that all indicators in each latent construct were valid to be used as a measuring tool for the latent constructs. The results of hypothesis testing state that there are several variables in the study that affect the intention to use fashion-renting platform. Attitude has a positive and significant direct effect on intention to use fashion-renting platform. Then perceived usefulness and perceived ease of use, both of which indirectly have a positive and significant effect on the intention to use fashion-renting platform through attitude, besides that perceived ease of use through perceived usefulness and attitude also has a positive and significant effect on the intention to use fashion-renting platform. Attitude in this case is a very important factor affecting the intention to use fashion-renting platform, meaning that if the user has a good and positive attitude towards the fashion-renting platform, it will cause the user's intention to use it.

Item Type: Thesis (Masters)
Additional Information: Softfile Fulltext silahkan download di Official URL
Uncontrolled Keywords: Kualitas Informasi, Sewa Busana, Sharing economy, TAM, structural equation modeling, SEM Fashion-Renting, Information Quality, Sharing Economy, TAM
Subjects: Manajemen Sistem Informasi
Depositing User: SB-IPB Library
Date Deposited: 12 Nov 2022 08:39
Last Modified: 12 Nov 2022 08:39
URI: http://repository.sb.ipb.ac.id/id/eprint/3930

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