Pengaruh Conformity Consumption Behavior dan Atribut Produk terhadap Keputusan Pembelian Produk Fashion Pakaian Wanita Merek Colorbox (Studi pada Generasi Z di Kota Medan)

Abstract

The rapid development of fashion trends in the digital era has made generation Z increasingly selective in choosing fashion products. Fashion is no longer just a basic need; it has become a part of lifestyle and a means of self-expression for young people. The high exposure to social media and the influence of social environments make generation Z tend to follow trends and seek products that can boost their confidence and help them be accepted in their circles. Colorbox, as one of the popular women’s fashion brands among generation Z, offers products with trendy, fun, and stylish designs. This study aims to analyze the influence of conformity consumption behavior and product attributes on the purchase decision of Colorbox women’s fashion products among generation Z in Medan city. The influence of these two variables is analyzed both partially and simultaneously on the purchase decision. This research uses a quantitative method with an associative approach. Sampling was conducted using purposive sampling technique and involved 100 respondents. Primary data was collected by distributing questionnaires via google forms, while secondary data was obtained through literature studies. The data analysis methods used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results of the study indicate that the variables of Conformity Consumption Behavior (X1) and Product Attributes (X2) have a significant effect on Purchase Decisions (Y). The coefficient of determination test shows a fairly strong relationship between Conformity Consumption Behavior and Product Attributes on Purchase Decisions, with an R value of 0.670. The adjusted R square value also reveals that Conformity Consumption Behavior and Product Attributes contribute 43.7% to the Purchase Decision variable while the remaining 56.3% is influenced by other variables not discussed in this study.