Integrasi Persepsi Risiko, Keterlekatan Konsumen, dan Antropomorfisme dalam Memprediksi Niat Beli Baju Seken di Kalangan Generasi Z Indonesia: Tinjauan Berdasarkan Teori Keterlekatan

Siti Khoiriyah, Prof. Dr. Basu Swastha Dharmmesta, MBA; Bayu Sutikno, SE., M.S.M., Ph.D; Widya Paramita, SE., M.Sc., Ph.D

2026 | Disertasi | S3 Manajemen

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi risiko pada niat beli Generasi Z terhadap baju seken dengan mempertimbangkan peran keterlekatan sebagai variabel mediasi dan antropomorfisme sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei berbasis stimulus, di mana setiap responden memperoleh dua jenis kampanye sosial, yaitu stimulus antropomorfisme dan non-antropomorfisme. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan pendekatan higher-order construct, dimana persepsi risiko dimodelkan sebagai konstruk reflektif-formatif serta conditional process analysis menggunakan SmartPLS 4. 

Hasil penelitian menunjukkan bahwa persepsi risiko berpengaruh negatif pada keterlekatan dan niat beli. sedangkan keterlekatan berpengaruh positif pada niat beli serta memediasi secara parsial hubungan antara persepsi risiko dan niat beli. Temuan utama penelitian ini membuktikan bahwa antropomorfisme secara signifikan memperlemah pengaruh negatif persepsi risiko pada niat beli melalui penguatan keterlekatan konsumen terhadap baju seken (moderated mediation). Selain itu, bias kepatutan sosial tidak terbukti memengaruhi niat beli konsumen. 

Penelitian ini memberikan kontribusi teoritis dengan mengintegrasikan teori persepsi risiko, teori keterlekatan, dan teori antropomorfisme dalam menjelaskan perilaku konsumen fesyen berkelanjutan. Secara praktis, temuan penelitian menunjukkan bahwa strategi komunikasi berbasis antropomorfisme dapat menjadi pendekatan yang efektif untuk membangun keterlekatan emosional konsumen dan mengurangi dampak negatif persepsi risiko pada niat beli produk baju seken. 

This study investigates the effect of perceived risk on Generation Z consumers' purchase intention toward second-hand clothing by examining the mediating role of consumer attachment and the moderating role of anthropomorphism. The study employs a quantitative approach using a stimulus-based survey design, in which respondents were exposed to two types of social campaign stimuli: anthropomorphic and non-anthropomorphic messages. Data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) with a higher-order construct approach, modeling perceived risk construct as a reflective-formative (Type II) construct. Conditional process analysis was conducted using SmartPLS 4. 

The finding reveal that perceived risk negatively affects both consumer attachment and purchase intention, whereas consumer attachment positively influences purchase intention and partially mediates the relationship between perceived risk and purchase intention, The study further demonstrates that anthropomorphism significantly attenuates the negative effect of perceived risk on purchase intention by strengthening consumers' attachment to second-hand clothing, confirming a moderated mediation mechanism. In addition, social desirability bias does not significantly influence purchase intention, suggesting that the observed relationships among the focal constructs are not substantially affected by respondents' tendencies to provide socially desirable answers. 

This study contributes to the literature by integrating perceived risk, attachment, and anthropomorphism theories to explain consumer behavior in the context of sustainable fashion consumption. The finding also provide practical implications for marketers by highlighting the potential of anthropomorphic communication strategies to foster emotional attachment and mitigate the adverse effects of perceived risk on consumers' purchase intention toward second-hand clothing. 

Kata Kunci : Persepsi Risiko, Keterlekatan, Antropomorfisme, Niat Beli, Baju Seken, Generasi Z, SEM-PLS/Perceived risk, Attachment, Anthropomorphism, Intention to Purchase, second-hand clothing, Generation-Z, SEM-PLSism,