Firdaus, Bryan Anugerah and Manalu, S.Rouli (2026) The Influence of The Intensity of Accessing Thrift Content on TikTok and Peer Group Communication on the Purchase Intention of Thrift Fashion among Indonesia’s GenZ. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

The development of social media has transformed information
consumption patterns and consumer behavior, including the phenomenon of thrift
fashion purchasing among Generation Z. TikTok has become one of the most
widely used platforms for accessing information related to thrift products, while
communication within peer groups may also influence individuals’ purchasing
decisions. This study aims to examine the influence of the intensity of accessing
thrifting content on TikTok and peer group communication on thrift fashion buying
intention among Generation Z in Indonesia. The study employs the Theory of
Reasoned Action (TRA) as its theoretical framework. This research uses an
explanatory research design with a quantitative approach. The population
consists of Generation Z TikTok users in Indonesia, with a sample of 114
respondents selected through cluster sampling. Data were collected through an
online questionnaire and analyzed using multiple linear regression with SPSS
software. The findings indicate that, simultaneously, the intensity of accessing
thrifting content on TikTok and peer group communication significantly influence
thrift fashion buying intention, with a coefficient of determination of 37.2%.
Partially, the intensity of accessing thrifting content on TikTok has a positive and
significant effect on thrift fashion buying intention, with a significance value of
0.010 (<0.05), while peer group communication does not have a significant effect,
with a significance value of 0.531 (>0.05). The study concludes that the intensity
of accessing thrifting content on TikTok plays a more dominant role in shaping
thrift fashion buying intention among Generation Z than peer group
communication.
Keywords: Intensity of Accessing Thrifting Content on TikTok, Peer Group
Communication, Buying Intention, Thrift Fashion, Generation Z.
149 ILMU KOMUNIKASI 2026

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