Dari Skena ke Keranjang Belanja: Pengaruh Kelompok Acuan, Identitas Subkultur, dan Keterlibatan Komunitas terhadap Keputusan Pembelian Fashion Skena pada Generasi Z di Ponorogo
DOI:
https://doi.org/10.35870/jemsi.v12i5.7023Keywords:
Reference Groups, Subcultural Identity, Community Involvement, Purchasing Decisions, Fashion, SceneAbstract
The scene fashion phenomenon, which has become the dominant visual identity among Generation Z, serves as the primary background of this research, where consumption decisions are driven by self-representation and social existence rather than mere physical needs. This study aims to empirically examine and analyze the influence of reference groups, subcultural identity, and community involvement on scene fashion purchasing decisions among Generation Z in Ponorogo. The research employs a quantitative approach, utilizing primary data from 100 Generation Z respondents in Ponorogo Regency who are interested in or involved in the scene fashion trend. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.0. The discussion of the results indicates that social pressure from peer circles, the depth of subcultural value internalization, and active interaction within the community act as tangible driving factors in the transaction process. The research findings confirm that reference groups, subcultural identity, and community involvement each have a positive and significant effect on purchasing decisions. These findings contribute to the understanding of consumer behavior in niche markets, where purchasing decisions heavily depend on group symbolism and the emotional attachment of community members.
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