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All Journal IQTISHODUNA Jurnal Ekonomi Modernisasi Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Jurnal Mantik Journal of Economics and Business Aseanomics Journal of Islamic Economic and Business Research Pena Dimas: Jurnal Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Nur Laili Fikriah
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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Pengaruh Attitude, Subjective Norms, Perceived behavior control dan Moral Norms Terhadap Purchase Intention Pakaian Thrift: Studi pada Generasi Z di Kota Malang Okta Fajar Nuraini; Nur Laili Fikriah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 3 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i3.6234

Abstract

This study aims to analyze the influence of attitude, subjective norms, perceived behavior control, and moral norms on the purchase intention of thrift clothing for Generation Z in Malang City. This study uses a modified Theory of Planned Behavior (TPB) framework by adding moral norms variables. Data were collected through questionnaires distributed to 180 respondents using purposive sampling technique. The results of data analysis using the SmartPLS version 4.0 method show that subjective norms, perceived behavior control, and moral norms have a significant influence on purchase intention. In contrast, attitude does not show a significant effect. This finding suggests that social and moral norms play an important role in influencing purchase decisions, while the emotional, social, epistemic, and environmental value indicators of attitude are not strong enough to drive purchase intention. This study makes a theoretical contribution by reinforcing the relevance of the TPB in the context of thrift clothing purchases, as well as practical implications in the form of marketing strategies that focus on consumer education and strengthening social norms. Further research is recommended to explore the influence of social media and other factors relevant to Generation Z.
Co-Authors Agatha Mayasari Agistia Zalfa Nasihah Agus Iqbal Hawabi Amelindha Vania Arso Tri Handoyo Ayub Wijayati Sapta Pradana Ikhsan Maksum Lugas Bati Supriadi Mega Noerman Ningtyas Nikken Nur Fanydia Ningsih Okta Fajar Nuraini Putri Dewi Oktavianingsih