Soesmono, Nadia Ramadhani and Budiarsa, Yohanes Thianika (2026) THE ROLE OF ELECTRONIC WORD OF MOUTH AND THEORY OF PLANNED BEHAVIOR IN SHAPING THRIFT SHOPPING INTENTIONS AMONG GENERATION Z. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This research is motivated by the growing popularity of thrift shopping
among Generation Z, which has become widely discussed across social media
platforms. As consumers are increasingly exposed to online reviews,
recommendations, and shared experiences related to thrift clothing, this study
focuses on understanding the role of electronic word of mouth (eWOM) and the
factors that influence of eWOM, attitude toward behaviour, subjective norm, and
perceived behavioural control on thrift shopping intention among Generation Z in
Jabodetabek, as well as the mediating role of attitude in the relationship between
eWOM and purchase intention. The study is grounded in the Theory of Planned
Behaviour (TPB) and employes a quantitative approach using a non-probability
convenience sampling technique. Data were collected from 170 respondents and
analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM).
The findings indicate that all proposed relationships are positive and
significant. eWOM significantly influences attitude toward behaviour, while
attitude toward behaviour, subjective norm, and perceived behavioural control
significantly influence thrift shopping intention. In addition, attitude was found to
successfully mediate the relationship between eWOM and thrift shopping intention.
Among the TPB constructs, perceived behavioural control showed the strongest
effect on thrift shopping intention, suggesting that Generation Z is more likely to
engage in thrift shopping when they feel capable and confident in performing the
behaviour. Meanwhile, subjective norm showed the weakest effect, indicating that
social pressure or expectations from others play a relatively smaller role compared
to personal evaluation and perceived control. These findings suggest that thrift
businesses and marketers should focus on strengthening consumers’ confidence and
positive perceptions of thrift shopping while encouraging positive eWOM through
reviews, testimonials, and social media content.
Keywords : Electronic Word of Mouth (eWOM), Theory of Planned Behaviour
(TPB), Attitude Toward Behaviour, Thrift Shopping Intention,
Generation Z
No. 130 Ilmu Komunikasi 2026

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