PERBEDAAN NIAT BELI KONSUMEN FAST FASHION BERDASARKAN GENDER DI INDONESIA
Abstract
Penelitian ini dilakukan untuk mengkaji bagaimana brand image, perceived usefulness, perceived service quality, dan perceived value mempengaruhi purchase intention konsumen fast fashion internasional di Indonesia, serta mengeksplorasi perbedaan pengaruh tersebut berdasarkan gender. Konsumen di Indonesia, yang dipengaruhi oleh nilai-nilai budaya lokal, cenderung memiliki persepsi positif terhadap merek yang selaras dengan nilai tersebut sehingga mendorong niat pembelian yang lebih tinggi. Analisis menggunakan PLS-SEM (SmartPLS 3.0) dilakukan terhadap 400 responden pengguna fast fashion di Indonesia. Temuan penelitian mengindikasikan bahwa brand image serta perceived value mempengaruh positif dan signifikan dalam menentukan purchase intention pada semua kelompok responden. Perceived service quality hanya berpengaruh signifikan pada pria, sedangkan perceived usefulness tidak memberikan pengaruh signifikan pada seluruh kelompok. Temuan ini menegaskan bahwa persepsi merek dan nilai produk menjadi elemen krusial yang membentuk kecenderungan konsumen membeli. Selain itu, strategi pemasaran perlu disesuaikan dengan perbedaan gender, khususnya terkait aspek kualitas layanan. Penelitian ini berkontribusi penting terhadap pemahaman perilaku konsumen fast fashion di Indonesia dan pengembangan studi pemasaran lintas gender.
References
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Lady, Lady, Shevia, S., Melsen, F., Purwianti, L., & Liu, C. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 372–394. https://doi.org/10.18196/mb.v16i2.25591
Latifah, S. Z., & Fikriah, N. L. (2024). Perceived value dan brand trust terhadap purchase intention dengan mediasi brand preference. Journal of Management and Digital Business, 4(2), 383–395. https://doi.org/10.53088/jmdb.v4i2.898
Leba, T. S. L., & Gunawan, H. M. (2025). The Influence of Perceived Value on Purchase Intention Through Brand Image at Kambaniru Beach Hotel & Resort, East Sumba. International Journal of Economics, Accounting, and Management, 2(2), 202–211. https://doi.org/10.60076/ijeam.v2i2.1426
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Liang, Y., Lee, S. H., & Workman, J. E. (2020). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, 38(1), 3–18. https://doi.org/10.1177/0887302X19873437
Lisnawati, L., Hurriyati, R., Disman, D., Gaffar, V., & Firdaus, E. (2023). Omnichannel Quality : The New Imperative of Purchase Intention Among Fashion Retail Market. Journal of Eastern European and Central Asian Research, 10(6), 829–839. https://doi.org/10.15549/jeecar.v10i6.1504
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.-R. (2020). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Mulyani, V. G., Najib, M. F., & Guteres, A. D. (2021). The Effect of Perceived Usefulness, Trust and Visual Information toward Attitude and Purchase Intention. Journal of Marketing Innovation (JMI), 1(01). https://doi.org/10.35313/jmi.v1i01.12
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Oktaviani, R. (2024). Investigating the Impact of Perceived Value and Customer Satisfaction on Repurchase Intentions Among Female E-Commerce Customers. KLABAT Journal of Management, 5(1), 34–48. https://doi.org/10.60090/kjm.v4i2
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Purwianti, L., Nurjanah, L., Katherine, K., & Chen, R. (2024). The Impact of TAM, Social Influence, and Information Quality on Purchase Intention in E-commerce. Jurnal Organisasi Dan Manajemen, 20(2), 187–206. https://doi.org/10.33830/jom.v20i2.9123.2024
Putra, H. T., & Lestari, D. (2023). The Influence of Perceived Service Quality on Purchase Intention with Trust Plays a Mediating Role and Perceived Risk Plays a Moderating Role in Online Shopping. Asian Journal of Economics, Business and Accounting, 23(8), 64–80. https://doi.org/10.9734/ajeba/2023/v23i8956
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021a). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021b). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Salome, I. O., Ayotunde, O. A., Samuel, O. O., & Samuel, O. O. (2022). From Service Quality To E-Service Quality : Measurement, Dimensions and Model. 2022 1 Journal of Management Information and Decision Sciences, 25(1), 1–15. https://doi.org/10.48550/arXiv.2205.00055
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Shanmugavel, N., & Micheal, M. (2022). Exploring the marketing related stimuli and personal innovativeness on the purchase intention of electric vehicles through Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3, 100029. https://doi.org/10.1016/j.clscn.2022.100029
Shin, H.-R., & Choi, J.-G. (2021). The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention. Sustainability, 13(16), 9471. https://doi.org/10.3390/su13169471
Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
Suhud, U., Allan, M., Rahayu, S., & Prihandono, D. (2022). When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model. Academic Journal of Interdisciplinary Studies, 11(1), 232. https://doi.org/10.36941/ajis-2022-0021
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Wang, M., Sun, L.-L., & Hou, J.-D. (2021). How Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type. Psychology Research and Behavior Management, Volume 14, 467–481. https://doi.org/10.2147/PRBM.S301286
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Balkhis, K., Widiyanti, M., Shihab, M. S., & Maulana, A. (2024). Pengaruh Perceived Value, Service Quality dan Brand Image Terhadap Minat Beli Tiket Pesawat pada PT Garuda Indonesia. Journal of Comprehensive Science, 3(10), 2962–4584. https://doi.org/10.59188/jcs.v3i10.2390
Bello, K. B., Jusoh, A., & Md Nor, K. (2021). Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness. Social Responsibility Journal, 17(8), 1116–1130. https://doi.org/10.1108/SRJ-01-2020-0010
Berliana, R. (2022, November 16). Tinkerlust Impact Report 2022: Lebih Banyak yang Menyukai Fast Fashion. Business Lounge Journal.
Blanco-Encomienda, F. J., Chen, S., & Molina-Muñoz, D. (2024). The influence of country-of-origin on consumers’ purchase intention: a study of the Chinese smartphone market. Asia Pacific Journal of Marketing and Logistics, 36(7), 1616–1633. https://doi.org/10.1108/APJML-05-2023-0462
Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Borres, R. D., Gumasing, Ma. J. J., & Nadlifatin, R. (2023). The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion. Sustainability, 15(11), 8502. https://doi.org/10.3390/su15118502
Chi, T., Ganak, J., Summers, L., Adesanya, O., McCoy, L., Liu, H., & Tai, Y. (2021). Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials. Sustainability, 13(14), 7946. https://doi.org/10.3390/su13147946
Christiarini, R., & Dwiputra, O. (2021). Analysıs Of Factors That Influence Intentıon In Puchasıng Event That Improve Skılls In Batam’s Workforce (Vol. 1, Issue 1).
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Efendi, M., Mustofa, N. H., Eriyanti, R. W., & Huda, A. M. (2024). Memahami Esensi Metode Penelitian Kuantitatif. TSAQOFAH, 4(5), 3745–3755. https://doi.org/10.58578/tsaqofah.v4i5.3586
Fairuz, F. N., Elwisam, E., & Digdowiseiso, K. (2023). The Influence of Price Perception, Brand Image, and Consumer Satisfaction Towards Interest in Rebuying Zara Clothing Products in Jakarta. Jurnal Syntax Admiration, 4(3), 343–352. https://doi.org/10.46799/jsa.v4i3.821
Fidia, F., & Christiarini, R. (2024). The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products. Jurnal Manajemen Bisnis Dan Keuangan, 5(1), 134–150. https://doi.org/10.51805/jmbk.v5i1.196
Fratama, F., Pardede, R., Samara, A., & Susanti, M. (2023). The Influence of Trust and Perceived Usefulness on Purchase Intention with Price Mediation. International Journal of Economics (IJEC), 2(2), 833–840. https://doi.org/10.55299/ijec.v2i2.660
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697382
Hadi, M. A., Besra, E., & Verinita. (2022). The Effect of Perceived Risk and Perceived Usefulness on Purchase Intention with Customer Attitude as a Mediation Variable (Survey of Tokopedia Consumers in Padang City). Enrichment: Journal of Management, 12(4), 2918–2930. https://doi.org/10.35335/enrichment.v12i4.754
Halim, Y., Salem, K., Tawfik, H., & Maree, A. (2025). Service quality as a driver of customer satisfaction and purchase intentions: a mixed-methods longitudinal study of the Egyptian Post Office (2013–2023). Future Business Journal, 11, 1–21. https://doi.org/10.1186/s43093-025-00634-3
Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297–1312. https://doi.org/10.1002/cb.1936
Lady, Lady, Shevia, S., Melsen, F., Purwianti, L., & Liu, C. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 372–394. https://doi.org/10.18196/mb.v16i2.25591
Latifah, S. Z., & Fikriah, N. L. (2024). Perceived value dan brand trust terhadap purchase intention dengan mediasi brand preference. Journal of Management and Digital Business, 4(2), 383–395. https://doi.org/10.53088/jmdb.v4i2.898
Leba, T. S. L., & Gunawan, H. M. (2025). The Influence of Perceived Value on Purchase Intention Through Brand Image at Kambaniru Beach Hotel & Resort, East Sumba. International Journal of Economics, Accounting, and Management, 2(2), 202–211. https://doi.org/10.60076/ijeam.v2i2.1426
Lee, V., Park, S., & Lee, D. (2022). The Effect of E-commerce Service Quality Factors on Customer Satisfaction, Purchase Intention, and Actual Purchase in Uzbekistan. Global Business Finance Review, 27(3), 56–74. https://doi.org/10.17549/gbfr.2022.27.3.56
Liang, Y., Lee, S. H., & Workman, J. E. (2020). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, 38(1), 3–18. https://doi.org/10.1177/0887302X19873437
Lisnawati, L., Hurriyati, R., Disman, D., Gaffar, V., & Firdaus, E. (2023). Omnichannel Quality : The New Imperative of Purchase Intention Among Fashion Retail Market. Journal of Eastern European and Central Asian Research, 10(6), 829–839. https://doi.org/10.15549/jeecar.v10i6.1504
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.-R. (2020). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561–583. https://doi.org/10.1108/APJML-07-2019-0442
Mulyani, V. G., Najib, M. F., & Guteres, A. D. (2021). The Effect of Perceived Usefulness, Trust and Visual Information toward Attitude and Purchase Intention. Journal of Marketing Innovation (JMI), 1(01). https://doi.org/10.35313/jmi.v1i01.12
Nizzoli, G. (2024). Brief History of Fast Fashion (& Changing Its Future Course). Project Cece.
Oktaviani, R. (2024). Investigating the Impact of Perceived Value and Customer Satisfaction on Repurchase Intentions Among Female E-Commerce Customers. KLABAT Journal of Management, 5(1), 34–48. https://doi.org/10.60090/kjm.v4i2
Pamungkas, D. D. A. (2023). The Influence of Perceived Value and Product Involvement Towards Purchase Intention Mediated by Attitude. Journal of World Science, 2, 989–997. https://doi.org/10.58344/jws.v2i7.312
Pandey, M., & Yadav, P. S. (2023). Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y. Cleaner and Responsible Consumption, 9, 100120. https://doi.org/10.1016/j.clrc.2023.100120
Pires, P. B., Morais, C., Delgado, C. J. M., & Santos, J. D. (2024). Sustainable Fashion: Conceptualization, Purchase Determinants, and Willingness to Pay More. Administrative Sciences, 14(7), 143. https://doi.org/10.3390/admsci14070143
Purwianti, L., Nurjanah, L., Katherine, K., & Chen, R. (2024). The Impact of TAM, Social Influence, and Information Quality on Purchase Intention in E-commerce. Jurnal Organisasi Dan Manajemen, 20(2), 187–206. https://doi.org/10.33830/jom.v20i2.9123.2024
Putra, H. T., & Lestari, D. (2023). The Influence of Perceived Service Quality on Purchase Intention with Trust Plays a Mediating Role and Perceived Risk Plays a Moderating Role in Online Shopping. Asian Journal of Economics, Business and Accounting, 23(8), 64–80. https://doi.org/10.9734/ajeba/2023/v23i8956
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021a). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021b). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Salome, I. O., Ayotunde, O. A., Samuel, O. O., & Samuel, O. O. (2022). From Service Quality To E-Service Quality : Measurement, Dimensions and Model. 2022 1 Journal of Management Information and Decision Sciences, 25(1), 1–15. https://doi.org/10.48550/arXiv.2205.00055
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/j.ijdns.2021.9.009
Shanmugavel, N., & Micheal, M. (2022). Exploring the marketing related stimuli and personal innovativeness on the purchase intention of electric vehicles through Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3, 100029. https://doi.org/10.1016/j.clscn.2022.100029
Shin, H.-R., & Choi, J.-G. (2021). The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention. Sustainability, 13(16), 9471. https://doi.org/10.3390/su13169471
Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
Suhud, U., Allan, M., Rahayu, S., & Prihandono, D. (2022). When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model. Academic Journal of Interdisciplinary Studies, 11(1), 232. https://doi.org/10.36941/ajis-2022-0021
Syah, T. Y. R., & Olivia, D. (2022). Enhancing Patronage Intention on Online Fashion Industry in Indonesia: The Role of Value Co-Creation, Brand Image, and E-Service Quality. Cogent Business and Management, 9(1), 1–32. https://doi.org/10.1080/23311975.2022.2065790
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Published
2026-02-19
How to Cite
Astuti, A., Candy, C., & Lady, L. (2026). PERBEDAAN NIAT BELI KONSUMEN FAST FASHION BERDASARKAN GENDER DI INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 841-855. https://doi.org/10.31955/mea.v10i1.7017
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Articles
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