Perilaku Pembelian Produk Langka Thrifting: Peran Mediasi Perceived Behavioral Control

Abstract

This study examined rare-product purchasing behavior in the fashion-thrifting market in Bali by testing the roles of relative advantage, compatibility, and complexity in perceived behavioral control, as well as the consequences for impulsive and compulsive buying. A quantitative explanatory design was applied to 300 Bali residents who had purchased thrifted clothing more than three times. Data were collected through a four-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling. The measurement model met convergent validity and reliability requirements. The structural results showed that relative advantage, compatibility, and complexity positively and significantly affected perceived behavioral control. Perceived behavioral control positively affected impulsive buying, while impulsive buying positively affected compulsive buying. Perceived behavioral control also significantly mediated the effects of relative advantage, compatibility, and complexity on impulsive buying. These findings indicate that consumers’ confidence in navigating prices, product uniqueness, suitability, authenticity, quality, size, and limited availability can intensify spontaneous purchase decisions. Repeated impulsive purchases may subsequently develop into compulsive tendencies. Thrift-business operators should therefore provide clear product information and an easy purchasing process while applying ethical marketing practices that do not exploit consumers’ loss of self-control