Analysis The Effect Of Fashion Consciousness and Fashion Clothing Involvement on Fashion Clothing Purchase Involvement of Young Fashion Consumers in Indonesia, Mediated By Materialism and Moderated By Gender

Wati, Laksmita Kusuma and , Ihwan Susila, S.E., M.Si., Ph.D (2023) Analysis The Effect Of Fashion Consciousness and Fashion Clothing Involvement on Fashion Clothing Purchase Involvement of Young Fashion Consumers in Indonesia, Mediated By Materialism and Moderated By Gender. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Fashion clothing has always been an interesting area of scientific research on consumer behaviour. The purpose of this paper is to get a better understanding of young generations involvement with fashion clothing in the Indonesian context. Therefore, this paper examines Indonesian consumer attitudes towards fashion involvement by examining how fashion consciousness and materialism serve as key antecedents for fashion clothing involvement, while at the same time identifying the impact of fashion clothing involvement on fashion clothing purchase involvement. The purpose of this paper is to test the extended and adaptive theoretical models of clothing involvement in Indonesia. Using non-probabilistic random sample, a survey method was used, and 101 valid questionnaires were collected. The study found that these hypothetical histories influence young Indonesian consumers'' to fashion clothing involvement, which in turn has a significant impact on their purchasing behaviour. Furthermore, this research found that materialism as mediator to the relationship between fashion consciousness and fashion clothing involvement and the gender role as a moderator among all studied variables was not supported. The results confirm that fashion consciousness has a significant positive effect on fashion clothing involvement, materialism has a significant positive effect on fashion clothing involvement, and fashion clothing involvement has a significant positive effect on fashion clothing purchase involvement. This paper provides practical implications for fashion marketers to successfully communicate with fashion conscious and materialistic young Indonesian consumers. The aim is to develop a strategy that vii aligns with the values of the consumers and communicates the appeal to their refined lifestyle. Utilizing a broader population and different product categories are one avenue that future studies may pursue to replicate this research.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	Fashion consciousness, Materialism, Fashion clothing involvement, Fashion clothing purchase involvement
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LAKSMITA KUSUMA WATI
Date Deposited:	21 Aug 2023 04:40
Last Modified:	21 Aug 2023 04:40
URI:	http://eprints.ums.ac.id/id/eprint/116584

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