Pengaruh Social Risk, Performance Risk, Hedonic Social Value, Utilitarian Achievement Value, Dan Frugal Shopping Behavior Terhadap Perceived Enjoyment Pada Pembelian Pakaian Secondhand
Abstract
Meningkatnya popularitas pakaian secondhand, khususnya di kalangan generasi muda, menunjukkan pentingnya
memahami faktor-faktor yang memengaruhi kesenangan konsumen. Penelitian ini bertujuan untuk menguji
pengaruh Social Risk, Performance Risk, Hedonic Social Value, Utilitarian Achievement Value, dan Frugal
Shopping Behavior terhadap Perceived Enjoyment pada pembelian pakaian secondhand. Penelitian menggunakan
pendekatan kuantitatif dengan desain deskriptif kausal, melibatkan 400 responden yang dipilih melalui teknik
purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan SPSS versi 30 melalui uji
asumsi klasik, analisis regresi linier berganda, serta uji t dan uji F. Hasil penelitian menunjukkan bahwa Social
Risk dan Performance Risk berpengaruh negatif terhadap Perceived Enjoyment, sementara Hedonic Social Value,
Utilitarian Achievement Value, dan Frugal Shopping Behavior berpengaruh positif. Secara simultan, kelima
variabel berpengaruh signifikan terhadap Perceived Enjoyment. Temuan ini menegaskan bahwa meskipun risiko
dapat menurunkan kesenangan, motivasi sosial dan nilai belanja mampu meningkatkan pengalaman positif
konsumen. Penelitian ini diharapkan memberi masukan bagi praktisi dan pembuat kebijakan dalam merumuskan
strategi pemasaran yang relevan dan mendukung fashion berkelanjutan.
Kata Kunci: Social Risk, Performance Risk, Hedonic Social Value, Utilitarian Achievement Value, Frugal
Shopping Behavior, Perceived Enjoyment, Pakaian Secondhand
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