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All Journal JDM Jurnal Pendidikan dan Pemberdayaan Masyarakat Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Sistem Informasi, Akuntansi dan Manajemen Jurnal Pengabdian Masyarakat Unama ⁠International Journal of Asian Pacific Community Service
Prasasti, Laura
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Journal : Jurnal Pendidikan dan Pemberdayaan Masyarakat

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The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City Usmayanti, Vivi; Fahdillah, Yosi; Pangestu, Mira Gustiana; Prasasti, Laura; Suratno, Eddy; Kartika, Yulia Dwi
JPPM (Jurnal Pendidikan dan Pemberdayaan Masyarakat) Vol. 10 No. 2 (2023): November 2023
Publisher : Departement of Nonformal Education, Graduate Scholl of Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jppm.v10i2.64130

Abstract

Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term.
Co-Authors Amanda Putri, Dita Balkis, NurbaitySyabina Nazwa Effiyaldi Fahdillah, Yosi Feranika, Ayu Junaida Junaida, Junaida Kartika, Yulia Dwi Masgo Meisak, Despita Mery Mira Gustiana Pangestu NURHADI Paskalina Widiastuti Ratnaningsih Permatasari, Melati Rosario, Maria Sevti Anjani, Abhel Suratno, Eddy Syafri, Rista Aldilla Tiara Putri, Dinda Usmayanti, Vivi Yossinomita