Analisis Motivasi Generasi Z Berbelanja pada Toko Curated Thrift Berbasis War di Instagram
DOI:
https://doi.org/10.71417/j-sime.v3i1.2071Keywords:
Motivasi Belanja, Hedonik, Utilitarian, Curated Thrift, War, InstagramAbstract
Penelitian ini bertujuan untuk mengetahui motivasi konsumen generasi Z berbelanja pada toko curated thrift berbasis war di Instagram, yang mengharuskan konsumen bertindak cepat untuk mendapatkan produk dengan jumlah terbatas. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan survei, menggunakan Theory of Shopping Motivation yang membagi motivasi belanja menjadi dua dimensi, yaitu hedonik dan utilitarian. Data dikumpulkan melalui kuesioner daring dengan teknik purposive sampling dari 96 responden Generasi Z berdomisili di Jabodetabek yang pernah berpartisipasi dalam mekanisme war thrift di Instagram. Analisis hasil penelitian menunjukkan bahwa dimensi hedonik berada pada kategori tinggi, sedangkan dimensi utilitarian berada pada kategori cukup. Temuan ini mengindikasikan bahwa motivasi Generasi Z dalam berbelanja pada toko curated thrift berbasis war di Instagram lebih didorong oleh aspek emosional dan pengalaman belanja dibandingkan aspek fungsional.
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