Pengaruh Persepsi Nilai Konsumsi dan Persepsi Risiko terhadap Intensi Pembelian Pakaian Bekas (Thrifting) pada Generasi Z di Daerah Istimewa Yogyakarta

Maya Riski Putri, Jogiyanto Hartono M, Prof., Dr., MBA., Ak., CMA., CA.

2026 | Skripsi | AKUNTANSI

Perkembangan industri fashion yang pesat mendorong peningkatan konsumsi masyarakat terhadap pakaian dan menghasilkan lebih banyak limbah tekstil. Praktik thrifting semakin populer dan diyakini dapat membantu mengurangi limbah serta mendukung ekonomi sirkular, yaitu penggunaan kembali. Penelitian ini bertujuan untuk menganalisis pengaruh dari persepsi nilai konsumsi dan persepsi risiko mempengaruhi intensi pembelian pakaian bekas (thrifting) pada Generasi Z di Daerah Istimewa Yogyakarta. Penelitian ini menggunakan kerangka Consumption Values Theory (CVT) yang diperkenalkan oleh Sheth et al. (1991), dengan dimensi nilai fungsional, nilai sosial, nilai emosional, nilai epistemik, dan nilai kondisional sebagai variabel independen disertai dengan vapersepsi risiko yang diperkenalkan oleh Bauer (1960). Data penelitian ini adalah data primer yang dikumpulkan dengan survei melalui kuesioner daring dan mendapatkan responden sebesar 150 orang Generasi Z di Daerah Istimewa Yogyakarta dan mempunyai pengalaman thrifting. Dari hasil tersebut, data diolah dengan analisis regresi linear berganda dengan menggunakan IBM SPSS Statistic 21. Hasil penelitian menunjukkan persepsi nilai fungsional, nilai sosial, nilai emosional, nilai epistemik, dan nilai kondisional berpengaruh positif signifikan terhadap intensi pembelian pakaian bekas (thrifting) pada Generasi Z di Daerah Istimewa Yogyakarta. Sedangkan, persepsi nilai sosial dan persepsi risiko terbukti tidak berpengaruh signifikan terhadap intensi pembelian pakaian bekas (thrifting) pada Generasi Z di Daerah Istimewa Yogyakarta.

The rapid growth of the fashion industry has led to increased consumer consumption on clothing and generated greater amounts of textile waste. Thrifting has become increasingly popular and is believed to help reduce waste while supporting the circular economy through the reuse of products. This study aims to analyze the influence of perceived consumption values and perceived risk on the purchase intention of second-hand clothing (thrifting) among Generation Z in the Special Region of Yogyakarta. The study adopts the Consumption Values Theory (CVT) introduced by Sheth et al. (1991), incorporating functional value, social value, emotional value, epistemic value, and conditional value as independent variables, along with perceived risk variable introduced by Bauer (1960). The research utilizes primary data collected through an online questionnaire survey, involving 150 Generation Z respondents in the Special Region of Yogyakarta who have prior thrifting experience. The data were analyzed using multiple linear regression with IBM SPSS Statistics 21. The results indicate that perceived functional value, social value, emotional value, epistemic value, and conditional value have a significant positive effect on the purchase intention of second-hand clothing (thrifting) among Generation Z in the Special Region of Yogyakarta. In contrast, social value and perceived risk were found to have no significant effect on the purchase intention of second-hand clothing (thrifting) among Generation Z in the Special Region of Yogyakarta.

Kata Kunci : Teori Nilai Konsumsi, Persepsi Risiko, Intensi Pembelian, Pakaian Bekas (Thrifting), Generasi Z, Consumption Values Theory, Perceived Risk, Purchase Intention, Second-Hand Clothing (Thrifting), Generation Z.