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All Journal Cakrawala Pendidikan JPTK: Jurnal Pendidikan Teknologi dan Kejuruan Jurnal Pendidikan Indonesia Journal of Education and Learning (EduLearn) ARS: Jurnal Seni Rupa Dan Desain AKSIOMA: Jurnal Program Studi Pendidikan Matematika Al Ibtida: Jurnal Pendidikan Guru MI MUDRA Jurnal Seni Budaya PRODUCTUM : Jurnal Desain Produk (Pengetahuan dan Perancangan Produk) Premiere Educandum: Jurnal Pendidikan Dasar dan Pembelajaran Jurnal Pendidikan Edutama JENIUS: Jurnal Terapan Teknik Industri Juwara : Jurnal Wawasan dan Aksara Practice of Fashion and Textile Education Journal
Mohammad Adam Jerusalem
Universitas Negeri Yogyakarta
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Mechanical Engineering Physics Social Sciences Transportation Other

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Journal : Juwara : Jurnal Wawasan dan Aksara

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Exploring Fashion Purchase Intentions in Digital Marketplaces: TAM Perspectives Among UNY Students Mahanani, Chytra; Jerusalem, Mohammad Adam
Juwara: Jurnal Wawasan dan Aksara Vol. 5 No. 1 (2025)
Publisher : Yayasan Pendidikan dan Pengembangan Harapan Ananda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58740/juwara.v5i1.399

Abstract

Digital transformation has changed people's consumption patterns, especially in purchasing fashion products online. This study aims to explore the factors that influence the intention to buy fashion through the digital marketplace among students of the State University of Yogyakarta (UNY) using the Technology Acceptance Model (TAM) approach. This study uses a quantitative method with a survey design and Structural Equation Modeling (SEM) analysis techniques based on PLS. Data was collected through an online questionnaire of students using the marketplace. The results of the study show that perceived ease of use and perceived usefulness have a significant influence on students' attitudes and purchase intentions towards fashion products in the marketplace. In addition, external variables such as information quality and personalization have also been shown to influence the perception of convenience and usability. The developed research model successfully maps the relationships between variables significantly, which strengthens the validity of TAM in the context of digital purchases. These findings provide implications for MSME digital marketing strategies and the development of technology-based entrepreneurship curricula in higher education.
Co-Authors Ali Mustadi Arasinah Kamis Arman Shah Abdullah Asri Andarini Nurlita Che Ghani Che Kob Chytra Mahanani Efi Septianingsih Emy Budiastuti Habibullah Habibullah Heti Murniayudi Jayatri , Ummi Fakhriyah Julian Prio Dwi Nugroho Kokom Komariah Kusumadewi, Putu Diah Ari Laila Nurul Himmah Lantip Diat Prasojo Mahmud, Dyantika Putry Miftahul Jannah Miladiah Susanti Moh. Farizqo Irvan Mohamed Nor Azhari Azman Nur Kholifah Pramesiwi, Vashtia Hanin Putu Diah Ari Kusumadewi Ratna Utami Ningsih Resi Sepsilia Elvera Rifka Anisa Sri Wening Sylvia Martha Aprilia Silaen Triyanto, Jefri Rieski Widihastuti