Abstract
This research aims to analyze the influence of reference groups on shopping lifestyle and also the influence of shopping lifestyle and reference groups towards online preloved fashion’s purchase intention. This research is based on the theory of factors that influence consumer behavior developed by Engel et al., (1994). In addition, shopping lifestyle is based on the theory developed by Seock (2003) and reference groups developed by Schiffman and Kanuk (2007) and Sumarwan (2011). The design of this research was a cross-sectional study with survey method answered by online open-close ended questionnaire and interview. This research involved 201 samples which were selected by using convenience sampling. There are two endogen latent variables in this research include shopping lifestyle (shopping enjoyment, brand consciousness, price consciousness, shopping confidence, in-home shopping tendency, quality and environmental consciousness) and reference groups. Whereas exogen latent variable is purchase intention. The data obtained were processed using Structural Equation Model (SEM) method through SmartPLS 3.0. Shopping lifestyle has a significant and positive influence towards purchase intention. The highest contribution derived from shopping confidence and the lowest contribution derived from environmental consciousness. Reference groups ha a significant and positive influence on shopping lifestyle. But, reference groups ha no influence on purchase intention because it could not give the strong effects both in using and buying process.Keywords: online preloved fashion, purchase intention, reference groups, shopping lifestyle
Highlights
The emergence and rapid development of the internet in Indonesia allowed marketers to offer products or services larger than before
Shopping lifestyle is based on the theory developed by Seock (2003) and reference groups developed by Schiffman and Kanuk (2007) and Sumarwan (2011)
Those respondents dominated by students (38.4%) and private employees (27.6%) who have average income per month less than two million rupiah (39%) and around two to five million rupiah (33.4%)
Summary
The emergence and rapid development of the internet in Indonesia allowed marketers to offer products or services larger than before. Indonesia Market Research Association stated that fashion products had one of the highest percentages in online shopping and would be estimated to affect consumers’ purchase decisions in the following year (PERPI, 2017). The sales and purschases of online fashion products included new products and preloved fashion products. Preloved is product which were previously owned and used but still maintained a good condition, despite not being the same as the new product (Roux and Guiot, 2008). Out of many researches regarding preloved fashion products, some still focused on the effect of consumption value (Kim and Kim, 2013; Park and Choo, 2013), and the products’ attributes (Bashir et al 2016) towards purchase intention
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