Abstract
This study investigates the purchasing behavior of young adults in Indonesia, focusing on thrift products. Key factors influencing their decisions include value for money, electronic word of mouth (e-WOM), and environmental concerns. The research aims to contribute to consumer behavior knowledge in Indonesia, offering practical recommendations for businesses targeting this demographic. The study, conducted quantitatively through online surveys with respondents aged 18-30, establishes a relationship between value for money, e-WOM, and purchase decisions for thrift products. However, it finds no significant correlation with environmental concerns, emphasizing the need for nuanced marketing strategies to address sustainability issues in this market segment.
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