GAMBARAN INTENSI MEMBELI PRODUK FASHION TANGAN KEDUA PADA MAHASISWA KONSUMEN THRIFT SHOP

Abstract: College Students are generally in the phase of late adolescence and early adulthood, which is the phase that an individual will begin to look for a preferred style of fashion and feel that it will represent his identity. With the desire to find clothes that they like, buying intentions arise in these college students, but the majority of college students have limited costs to buy clothes, with constraints on costs making them finally buy clothes for themselves from thrift shops. Researchers conducted this study with the aim of providing an overview of buying intentions in students who have been thrift shop consumers. The subjects in this study were 162 subjects who were students. Validity and reliability of the instrument were obtained by calculating Cronbach Alpha. After going through the data analysis phase that using SPP application,, it can be seen that as many as 162 students showed that 76 subjects with a percentage of 46.9% were in the low category, and 86 subjects with a percentage of 53.1% were in the high category in the Behavioral Belief aspect. Then, the normative Believe aspect shows that as many as 92 subjects with a percentage of 56.8% are in the low category, and 70 subjects with a percentage of 43.2% are in the high category. Finally, in the aspect of Control Belief shows that majority of the subjects are in high category which a total 82 subjects with a total of 50,6% and the rest is in the low category.