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PRINT ISSNWhy Buy When You Can Rent: Analisis Continuance Intention Pengguna Luxury Fashion Rental di Indonesia
Abstract
Industri luxury fashion rental (LFR) yang tengah berkembang di Indonesia dalam beberapa tahun terakhir telah memberikan kesempatan bagi penggunanya untuk mengakses produk-produk mewah tanpa harus membelinya. Penelitian ini bertujuan untuk mengidentifikasi motivasi yang mendorong continuance intention pada LFR dengan menggunakan self-determination theory. Data yang terkumpul dari 313 responden di Indonesia diolah dengan SEM-PLS. Temuan penelitian menunjukkan bahwa perceived usefulness, enjoyment, sense of belonging dan uniqueness dapat mempengaruhi continuance intention secara positif. Temuan lain mengungkap bahwa perceived usefulness secara positif memediasi economic benefit dan convenience terhadap continuance intention. Penelitian ini juga mengungkap peran enjoyment secara positif memediasi dari sustainability dan trust terhadap continuance intention.
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DOI: https://doi.org/10.26905/jbm.v10i1.10712
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