NI'MATUL MAULA, Agus Hery Supadmi Irianti

Factors of Purchase Decisions for Thrift Fashion Products Among Undergraduate Fashion Education Students

Introduction

Factors of purchase decisions for thrift fashion products among undergraduate fashion education students. Uncover key factors driving thrift fashion purchases among undergraduate fashion education students. Cultural, social, personal & psychological aspects shape sustainable fashion choices.

Abstract

The fast fashion industry reaps the threat of increasingly complicated environmental damage, and thrift fashion is one of the sustainable fashion statements that students favor because of its affordable price. The primary purpose of this study is to describe the factors of purchasing decisions for thrift fashion products for undergraduate students of Fashion Education and find out the dominant factors. The method used is descriptive quantitative, which describes each factor based on the percentage value. The data collection technique was done by distributing questionnaires online to 100 respondents of S1 Fashion Education Study Program students at the State University of Malang from 2018 to 2022 who purchased thrift fashion products. Based on the results of data processing, it is confirmed that cultural factors, social factors, personal factors, and psychological factors have a significant effect on thrift fashion purchasing decisions. Cultural factors contribute 25%, social factors 24%, personal factors 25%, and psychological factors 26%. So, the factor that dominates purchases is psychological factors. This analysis is expected to be a reference for marketers to determine a more effective strategy. It is also valuable to the literature regarding thrift fashion consumption trends and sustainable fashion campaigns.

Review

This study tackles a timely and relevant topic concerning sustainable fashion consumption, specifically focusing on thrift fashion purchase decisions among undergraduate fashion education students. The abstract clearly states the primary purpose: to identify and describe the factors influencing these decisions and determine the dominant factor. Employing a descriptive quantitative methodology with a focused sample of 100 fashion education students, the research identifies cultural, social, personal, and psychological factors as significant influences. The specific contributions of each factor are provided, with psychological factors emerging as the dominant driver, contributing 26%. The stated implications for marketers and contributions to sustainable fashion literature highlight the potential practical and academic value of this work. While the study's objective is clear and the focus on fashion education students provides a valuable niche, there are some methodological clarifications needed based on the abstract's description. The abstract states a "descriptive quantitative" method, which typically involves summarizing data through means, frequencies, and percentages. However, it subsequently claims that factors have a "significant effect" and "contribute" specific percentages (e.g., 25%), which usually implies inferential statistical analyses like regression, rather than purely descriptive statistics. The full manuscript should elaborate on the specific analytical techniques used to determine "significant effect" and to quantify the "contribution" of each factor, ensuring consistency with the stated methodology. Furthermore, while broad factor categories are mentioned, greater detail on the specific variables or sub-dimensions measured within each factor (e.g., what specific cultural values, personal attitudes, or psychological motivations were assessed) would enhance the understanding of the study's scope and depth. Overall, this research addresses a critical area in consumer behavior and sustainable fashion, offering potentially valuable insights for both academia and industry. The findings regarding the relative importance of different factors, particularly the dominance of psychological factors, provide a foundation for targeted marketing strategies and sustainable fashion campaigns. Addressing the methodological ambiguities mentioned above in the full paper will strengthen the study's scientific rigor and the interpretability of its conclusions. Given its relevance and potential contributions, this manuscript holds promise for advancing our understanding of thrift fashion consumption.

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