The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City

Vivi Usmayanti; Yosi Fahdillah; Mira Gustiana Pangestu; Laura Prasasti; Eddy Suratno; Yulia Dwi Kartika

doi:10.21831/jppm.v10i2.64130

The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City

Vivi Usmayanti, Universitas Dinamika Bangsa, Indonesia
Yosi Fahdillah, Universitas Dinamika Bangsa, Indonesia
Mira Gustiana Pangestu, Universitas Dinamika Bangsa, Indonesia
Laura Prasasti, Universitas Dinamika Bangsa, Indonesia
Eddy Suratno, Universitas Dinamika Bangsa, Indonesia
Yulia Dwi Kartika, Universitas Dinamika Bangsa, Indonesia

10.21831/jppm.v10i2.64130

Abstract

Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term.

Keywords

enjoyment-based motivation; descriptive norm; injunctive norm; purchasing behavior; MSME

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DOI: https://doi.org/10.21831/jppm.v10i2.64130