Barang Bekas Menjadi Idola: Analisis Faktor Pengaruh Perceived Value pada Perilaku Thrifting
Abstract
This study aims to identify the factors that affect Perceived Value (PV) among thrifting behavior. PV is understood as the consumer’s perception of product benefits compared to the sacrifices made, including price, time, and potential risk. The population in this study comprised all consumers who made purchases within the last six months, totaling 1,426 transactions. From this population, 201 respondents were selected using an accidental sampling technique. The analysis method used in this study is exploratory factor analysis with Principal Component Analysis extraction method. The findings revealed six main factors that affect PV based on extraction value, namely personal value (0.701), service value (0.655), shopping experience (0.627), image value (0.619), price (0.571), and perceived risk (0.520). Results indicate that consumers’ PV is more strongly shaped by psychological aspects, shopping experiences, and service quality rather than the physical attributes of products. These findings strengthen the understanding that consumer behavior in thrift stores is not only driven by price, but also by social identity, emotional satisfaction, and positive store image, which can serve as a basis for more targeted marketing strategies.
Keywords
Consumer, Perceived Value, Thrifting
References
Aini, & Adlina. (2023). The effect of e-service quality and perceived value on customer satisfaction on the use of the Halodoc application in Medan City. Journal of Economics and Business, 3(3).
Arroyo, J. C., & Sanchez, J. L. Z. (2024). Perceived value of second-hand clothing in centennials: Analysis of antecedents and effects. TEC Empresarial, 19(1), 106–121. https://doi.org/10.18845/te.v19i1.7582
Barker, C. (2004). The SAGE dictionary of cultural studies. Sage.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323–347. https://doi.org/10.1002/mar.10076
Dawam, K., & Shihab, M. S. (2024). Pengaruh perceived value dan brand image terhadap keputusan pembelian konsumen produk elektronik. Journal of Economics and Business UBS, 13(1), 250–258. https://doi.org/10.52644/joeb.v13i1.1504
Gafara, G. (2018). Why do we thrifting. Cambrige Press.
García-Acebrón, C., Vázquez-Casielles, R., & Iglesias, V. (2010). The effect of perceived value and switching barriers on customer price tolerance in industrial energy markets. Journal of Business-to-Business Marketing, 17(4), 317–335. https://doi.org/10.1080/10517121003620704
Gilal, F. G., Shaikh, A. R., Yang, Z., Gilal, R. G., & Gilal, N. G. (2024). Secondhand consumption: A systematic literature review and future research agenda. International Journal of Consumer Studies, 48(3). https://doi.org/10.1111/ijcs.13059
Guiot, D., & Roux, D. (2010). A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. Journal of Retailing, 86(4), 383–399.
Haerozi, H. (2021). Peran komunikasi dalam difusi inovasi usaha barang bekas di desa pengadang. Jurnal Mediakita: Jurnal Komunikasi dan Penyiaran Islam, 5(2).
Islam, S., Zahin, M., & Rahim, S. B. (2024). Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets. South Asian Journal of Business Studies, 13(4), 505–526.
Kompas TV. (2023). Serba-serbi thrifting di Jogja, namanya awul-awul, di Surabaya ada obok-obok, kalau di tempat kamu? Kompas TV. https://www.kompas.tv/bisnis/389114/serba-serbi-thrifting-di-jogja
Konde.co. (2025, April 30). Demam “thrifting” kalangan Gen Z: Sekadar trendi atau benar-benar berkelanjutan? Konde.co. https://www.konde.co/2025/04/demam-thrifting-kalangan-gen-z-sekadar-trendi-atau-benar-benar-berkelanjutan
Koran Jakarta. (2025, May 3). Demam “thrifting” di kalangan Gen Z: Sekadar tren atau benar-benar sadar lingkungan? Koran Jakarta. https://koran-jakarta.com/2025-05-03/demam-thrifting-di-kalangan-gen-z-sekadar-tren-atau-benar-benar-sadar-lingkungan
Kotler, P. (1995). Marketing management: Analysis, planning, implementation, and control (8th ed.). Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education, Inc.
McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5), 392–410.
Nugroho, A. (2023). Thrifting budaya konsumsi pakaian bekas pada mahasiswa. Jurnal Dinamika Sosial Budaya, 25(2), 215–227. https://journals.usm.ac.id/index.php/jdsb/article/view/4624
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Qiao, Y., Yin, X., & Xing, G. (2022). Impact of perceived product value on customer-based brand equity: Marx’s theory – value-based perspective. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.931064
Raharja, A. M., & Susanti, R. (2022). Pengaruh nilai personal dan pengalaman emosional terhadap keputusan pembelian pada toko retail berbasis komunitas. Jurnal Psikologi Konsumen, 5(1), 12–21.
Rahmawati, A., Febriyanti, S. N., & Tutiasri, R. P. (2022). Thrift shopping and Indonesian urban youth fashion consumption. JOMEC Journal, (17), 119–135. https://doi.org/10.18573/jomec.224
Salciuviene, L., Šeinauskienė, B., Lukauskas, M., et al. (2025). From empathy to value: User-generated content inferred emotional intelligence in the context of second-hand clothing purchases online. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-025-00442-2
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Prentice Hall.
Sitorus, D., & Sembiring, A. R. (2021). Pengaruh citra merek terhadap perceived value konsumen pada usaha ritel pakaian bekas di Medan. Jurnal Ilmu Manajemen dan Bisnis, 12(2), 140–151.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tjiptono, F. (2019). Strategi pemasaran (4th ed.). CV Andi Offset.
Tu, J.-C., Hsu, C.-F., & Creativani, K. (2022). A study on the effects of consumers’ perception and purchasing behavior for second-hand luxury goods by perceived value. Sustainability, 14(16), 10397. https://doi.org/10.3390/su141610397
Wijaya, A., & Andini, M. (2020). Pengaruh perceived risk terhadap perceived value pada konsumen di toko online fashion. Jurnal Ilmu Manajemen, 8(1), 45–56.
Witoelar, R. N., Hasyim, I., & Magdalena, G. I. K. (2024). Pengaruh price perception terhadap repurchase intention melalui perceived value di Gardenice Rink Bandung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 642–656. https://doi.org/10.31955/mea.v8i2.3995
Yuliana, R. (2020). Manajemen pelayanan dalam industri retail modern. Prenada Media Group.
Zafriana, R., & Trisno, H. (2021). Pengaruh thrifting terhadap penghematan limbah tekstil dan perubahan perilaku konsumen. Jurnal Manajemen Pemasaran, 14(2), 118–129.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Published
How to Cite
Issue
Section
Copyright
Copyright (c) 2026 Ayudia Popy Sesilia, Findy Suri N
The author(s) retain full copyright of this work. The copyright holder grants the journal the right of first publication and the right to distribute the work under the terms of the selected open-access license.
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
All published content in Takuana: Jurnal Pendidikan, Sains, dan Humaniora is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY NC SA 4.0). This license allows others to share, copy, redistribute, and adapt the work for non-commercial purposes, as long as proper credit is given to the original author(s) and source, and any derivative works are distributed under the same license.
Attribution must include a clear citation of the original work and a statement indicating whether any changes were made. Commercial use is not permitted under this license and there is no additional legal or technological restrictions may be applied. For more information about the license terms and permissible use, please refer to the full license text available here.
