What Drives Generation Z to Buy Thrift Footwear? Examining the Effects of Brand Authenticity, Social Media Marketing, and Perceived Value

Abstract

The Objectives –This study aims to analyze the influence of Brand Authenticity, Social Media Marketing, and Perceived Value on thrift shoe purchasing decisions among Generation Z consumers in Makassar City. The main objective of this study is to determine the most dominant variables in influencing purchasing decisions in the rapidly growing thrift fashion business among Gen Z. The Methods/approaches –This study employed a quantitative approach with multiple linear regression analysis. Data were collected from 95 Generation Z respondents in Makassar City through an online questionnaire distributed through social media. The sampling technique used purposive sampling, with respondents aged 18–27 years old and having purchased thrift shoes at least once in the past year. Each variable was measured using a 5-point Likert scale based on theoretical indicators. The Results –The results of the study indicate that three variables—Brand Authenticity, Social Media Marketing, and Perceived Value—have a positive and significant partial effect on purchasing decisions. Among the three, Brand Authenticity has a dominant influence with the highest regression coefficient value. This confirms that the perception of product authenticity is a key factor in shaping thrift shoe purchasing decisions among Gen Z Makassar residents. The Research Implications –This research contributes to the understanding of Generation Z consumer behavior in the thrift fashion market, particularly in the footwear category. The managerial implications of this research suggest that thrift shoe businesses need to maintain product authenticity and transparency, optimize marketing strategies through social media, and enhance consumer value perceptions to improve purchasing decisions and competitiveness in the sustainable fashion market.