FACTORS DRIVING THE USE OF SOCIAL MEDIA IN BUYING FASHION READY TO WEAR

Abstract

This research aims to see the driving factors for the use of social media in buying
Ready To Wear clothing. The research population is Yogyakarta State University
Fashion Management students who buy Ready To wear clothes. Samples were
taken from participants who bought Ready To Wear clothing through social
media. Data were collected using questionnaires and observations. The collected
data were analyzed descriptively quantitatively using the Exploratory Factor
Analysis (EFA) approach. The results showed that the level of use of social social
media by students showed 3 factors, with a cumulative result of 76.201. This
means that the variable use of social media has a significant level in purchasing
ready to wear clothing, the factor is 76.20%. In the Ready To Wear Clothing
Purchase Interest variable has a significant level in the purchase of ready to wear
clothing, the factor is 76.20%