Pengaruh Price Perception dan Negative E-WOM terhadap Purchase Intention Generasi Z pada Produk Thrift Shop di Instagram
DOI:
https://doi.org/10.69693/ijim.v4i3.1849Keywords:
Price Perception, Negative E-WOM, Purchase Intention, Generasi Z, Thrift ShopAbstract
Pemasaran produk thrift shop melalui Instagram menunjukkan tren yang terus meningkat seiring dengan tingginya ketertarikan Generasi Z terhadap fesyen bekas. Namun, persepsi mengenai harga produk thrift yang semakin tinggi serta maraknya ulasan negatif di media sosial turut menjadi faktor yang berpotensi memengaruhi niat beli. Studi ini berfokus dalam menganalisis bagaimana Price Perception beserta Negative E-WOM dapat memberikan dampak terhadap Purchase Intention Generasi Z pada produk thrift shop di Instagram. Studi dilakukan menggunakan metode kuantiatif dengan rancangan penelitian asosiatif kausal. Data primer didapat melalui penyebaran kuesioner kepada 250 responden yang memenuhi kriteria penelitian. Penelitian secara garis besar menemukan adanya pengaruh positif dan signifikan dari Price Perception terhadap Purchase Intention (thitung = 17,046; Sig. = 0,000). Hasil yang sama juga diperoleh ketika menguji pengaruh Negative E-WOM terhadap Purchase Intention (thitung = 5,286; Sig. = 0,000). Pada pengujian simultan, kombinasi kedua variabel tersebut berdampak signifikan pada Purchase Intention dengan kemampuan menjelaskan sebesar 62,2%. Persepsi harga yang positif mampu meningkatkan niat beli Generasi Z sebagai konsumen, sedangkan ulasan negatif tidak selalu berdampak pada penurunan niat beli karena keberadaannya justru dapat memicu perhatian dan ketertarikan konsumen terhadap produk. Pengusaha thrift shop diharapkan dapat mengembangkan strategi penetapan harga yang lebih tepat serta mengelola ulasan secara optimal untuk mendorong peningkatan niat beli dengan tetap menjaga kepercayaan dan reputasi usaha.
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