PENGARUH FASHION INFLUENCER, RISIKO KESEHATAN DAN BRAND TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PAKAIAN BEKAS

Abstract

This research aimed to determine and analyze the effect of fashion influencers, health risks, and brands on purchasing decisions. The sample was 100 Z-generation in Surabaya who had bought thrift products online or offline, as respondents. Moreover, the data analysis technique used multiple linear regression. The data were primary. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents through Google Forms. The result concluded that fashion influencers had an insignificant effect on purchasing decisions. It happened because consumers did not get fully the information. They visited the social accounts of fashion influencers to get references wanted and suited their taste. However, health had a positive and significant effect on purchasing decisions since there was a worry about a defective product. Therefore, consumers prefer shopping the products in thrift stores that at present have developed and increased product quality. Furthermore, the products in stores appeared new and hygienic, so there was no worry for consumers about the risk. Likewise, the brand had a positive and significant effect since Z-generation consumers wanted to look expressively suited to their mood and selfcharacteristics.