PENGARUH PERSEPSI NILAI, KESADARAN LINGKUNGAN, DAN NORMA SUBJEKTIF TERHADAP MINAT BELI PAKAIAN THRIFT DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Kota Bandar Lampung)

Muhamad, Akrom Hasani (2025) PENGARUH PERSEPSI NILAI, KESADARAN LINGKUNGAN, DAN NORMA SUBJEKTIF TERHADAP MINAT BELI PAKAIAN THRIFT DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Pada era globalisasi seperti sekarang, tren fashion terus berubah seiring perkembangan zaman, dengan industri fashion yang selalu menghadirkan gaya terkini. Dengan kemajuan dunia fashion di Indonesia, tren fashion thrifting semakin diminati masyarakat. Thrifting adalah praktik mengonsumsi pakaian bekas yang masih layak pakai. Banyak faktor yang mempengaruhi. Tujuan penelitian untuk menilai pengaruh persepsi nilai, kesadaran lingkungan, dan norma subjektif terhadap minat beli konsumen dalam perspektif bisnis Islam. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data menggunakan kuesioner persepsi nilai, kesadaran lingkungan, norma subjektif dan minat beli. Populasi dalam penelitian ini adalah gen z yang pernah mengunjungi toko thrift di Kota Bandar Lampung, dengan sampel sebanyak 100 konsumen yang pernah mengunjungi toko thrift di Kota Bandar Lampung dengan menggunakan rumus Lemeshow, dengan teknik purposive sampling. SPSS versi 26 dengan metode analisis linear berganda digunakan dalam pengolahan data. Hasil penelitian ini menunjukan bahwa persepsi nilai berpengaruh positif dan signifikan terhadap minat beli. Dan kesadaran lingkungan berpengaruh positif signifikan terhadap minat beli. Sedangkan norma subjektif berpengaruh positif tidak signifikan terhadap minat beli. Dan persepsi nilai, kesadaran lingkungan dan norma subjektif secara simultan berpengaruh positif dan signifikan terhadap minat beli. Dalam perspektif bisnis islam gen z sebagai konsumen pakaian thrift telah sesuai dengan prinsip syariah bisnis islam dengan indikator tauhid (kesatuan), keseimbangan (keadilan), kehendak bebas (free will) dan dapat mempertanggungjawabkan sesuatu yang di beli terhadap lingkungan. Kata Kunci : persepsi nilai, kesadaran lingkungan, norma subjektif, minat beli. ABSTRACT In the current era of globalization, fashion trends continuously change in line with the development of the times, with the fashion industry consistently presenting the latest styles. With the advancement of the fashion world in Indonesia, thrifting trends have increasingly attracted public interest. Thrifting is the practice of consuming second-hand clothing that is still fit for wear. Many factors influence this trend. The purpose of this research is to assess the impact of perceived value, environmental awareness, and subjective norms on consumer buying interest from the perspective of Islamic business ethics. This study employs a quantitative method. Data collection was conducted using questionnaires that focused on perceived value, environmental awareness, subjective norms, and buying interest. The population in this research consists of Generation Z individuals who have visited thrift stores in Bandar Lampung, with a sample size of 100 consumers selected using the Lemeshow formula and purposive sampling technique. Data processing was carried out using SPSS version 26 with multiple linear regression analysis. The results of this study indicate that perceived value has a positive and significant effect on buying interest, and environmental awareness also has a positive and significant effect on buying interest. In contrast, subjective norms have a positive but insignificant effect on buying interest. Additionally, perceived value, environmental awareness, and subjective norms, when considered simultaneously, have a positive and significant effect on buying interest. From the perspective of Islamic business ethics, Generation Z consumers of thrifted clothing align with the principles of Islamic law, as indicated by the values of tawhid (unity), balance (justice), free will, and accountability for the items purchased in relation to the environment. Keywords: value perception, environmental awareness, subjective norms, purchase intention .

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