Customer Perspective Towards Secondhand Clothing and Its Impact on Customer's Loyalty: The Mediating Role of Customer Satisfaction
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This research explores how customer perception of critical, hedonic, economic, and virtuosity could affect their satisfaction and ultimately lead to repurchase intentions. Many businesses are working on converting themselves into sustainable businesses to contribute to the circular economy. Green marketing is a method that business owners can use to help their businesses become sustainable. A quantitative Structural Equation Modelling (SEM) approach was used to investigate the relationship among the variables modeled. This study covered 125 respondents as primary data resources. Questionnaires designed on a 1-5 Likert scale were used to collect the data. The results show that critical and hedonic aspects insignificantly influence customer satisfaction when wearing thrift fashion.
Meanwhile, economics and virtuosity positively influence customer satisfaction when they wear Tthrift fashion. Customer satisfaction positively impacts and mediates the influence of loyalty, which is one of the other indicators. The study contributes to understanding customer behavior toward secondhand products to develop strategies for enhancing customer satisfaction toward loyalty.
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