PENGARUH TREND FASHION, PERCEIVED VALUE, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK FAST FASHION PADA GENERASI Z DI KOTA MADIUN

AZZAHRA, ADELYA (2026) PENGARUH TREND FASHION, PERCEIVED VALUE, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK FAST FASHION PADA GENERASI Z DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to identify and analyze the influence of fashion trends, perceived value, and electronic word of mouth, both partially and simultaneously, on the purchase decisions of fast fashion products among Generation Z in the city of Madiun. This study employed a quantitative method with an associative-causal approach, with data collected via a Likert-scale questionnaire from 385 Generation Z respondents in Madiun City, comprising 300 and 85 offline respondents, using purposive sampling, and analyzed through validity and reliability tests, classical assumptions, and multiple linear regression using SPSS 25. The variables Fashion Trends, Perceived Value, and Electronic Word of Mouth each have a positive and significant effect on purchase decisions for fast fashion products among Generation Z in Madiun City.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Trend Fashion, Perceived Value, Electronic Word of Mouth, Keputusan Pembelian, Fast Fashion, Generasi Z Fashion Trends, Perceived Value, Electronic Word of Mouth, Purchase Decisions, Fast Fashion, Generation Z
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELYA AZZAHRA ADELYA
Date Deposited: 24 Oct 2026 02:35
Last Modified: 24 Oct 2026 02:35
URI: http://eprint.unipma.ac.id/id/eprint/10678

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