PENGARUH KELOMPOK ACUAN, IDENTITAS SUBKULTUR, DAN KETERLIBATAN KOMUNITAS TERHADAP KEPUTUSAN PEMBELIAN FASHION SKENA PADA GENERASI Z DI PONOROGO

“The Influence of Reference Groups, Subcultural Identity, and Community Engagement on Generation Z’s Fashion Scene Purchase Decisions in Ponorogo”; Shelpha Nur Fitriani, Management Program, Faculty of Economics, Muhammadiyah University of Ponorogo.

This research was supervised by Dr. Heri Wijayanto, S.T., M.M., M.Kom as Supervisor 1 and Wahna Widhianingrum, S.P., M.M. as Supervisor 2. This study aims to determine the extent to which reference groups, subcultural identity, and community involvement influence purchasing decisions regarding scene fashion products among Generation Z in Ponorogo. The rise of scene fashion trends as the primary visual marker of Generation Z’s identity serves as the backdrop for this study, given that their consumption behavior is not solely driven by functional needs but also serves as a form of self expression and social recognition. This study employs a quantitative approach by collecting primary data from 100 respondents who are Generation Z members in Ponorogo Regency who are enthusiasts of or actively follow scene fashion trends. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach with the SmartPLS version 4.0 software. The evaluation process comprises two stages: testing the measurement model (outer model) to assess the validity and reliability of the instruments, and testing the structural model (inner model) to identify the strength of relationships among variables. The results reveal that all three variables reference group, subcultural identity, and community involvement each exert a positive and significant influence on purchasing decisions. This indicates that the influence of one’s immediate social circle, the interpretation of the cultural values of the scene, and the intensity of members’ involvement in the community serve as tangible drivers for Generation Z in making purchasing decisions regarding fashion scene products. These findings enrich the literature on consumer behavior within niche market segments, where consumption decisions are heavily influenced by group symbolism and emotional closeness among community members.

Keywords: Group, Subculture, Community, Purchase, Fashion, Scene