Dataset: Economic Motivation and Social Media Influence on Repurchase Intention toward Dupe Fashion Apparel among Gen Z and Millennials in Indonesia
Description
This dataset contains survey responses collected for the master's thesis titled “Economic Motivation and Social Media Influence on Repurchase Intention toward Dupe Fashion Apparel: The Mediating Role of Attitude and Moderating Role of Brand-Related Factors.” The study examines the determinants of repurchase intention toward dupe fashion apparel among Generation Z and Millennial consumers in Indonesia. Data were collected through an online self-administered questionnaire using a structured survey instrument distributed via Google Forms. A total of 278 valid responses were obtained from Indonesian consumers who actively use TikTok and have experience purchasing both original fashion brands and dupe fashion apparel. The dataset includes measurement items for the following constructs: - Economic Motivation (EM1–EM5) - Luxury Brand Involvement (LBI1–LBI5) - Self-Brand Connection (SBC1–SBC5) - Social Media Influence (SMI1–SMI5) - Attitude toward Dupe Fashion Apparel (ATT1–ATT4) - Repurchase Intention (RI1–RI4) - Original Brand Loyalty (OBL1–OBL5) All construct items were measured using a five-point Likert scale ranging from 1 = Strongly Disagree to 5 = Strongly Agree. In addition, demographic and behavioral variables are included, such as province of residence, TikTok usage frequency, exposure to fashion content on TikTok, gender, education level, employment status, monthly income, and monthly fashion spending. This dataset is fully anonymized and contains no personally identifiable information. The dataset can be used to replicate Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, including measurement model assessment (validity and reliability), structural model evaluation, mediation analysis, and moderation analysis.
Files
Steps to reproduce
The following steps can be used to reproduce the analysis: 1. Import the dataset into statistical software such as SmartPLS, R, or SPSS. 2. Assign measurement items to their respective constructs: - Economic Motivation (EM1–EM5) - Social Media Influence (SMI1–SMI5) - Luxury Brand Involvement (LBI1–LBI5) - Self-Brand Connection (SBC1–SBC5) - Attitude toward Dupe Fashion Apparel (ATT1–ATT4) - Repurchase Intention (RI1–RI4) - Original Brand Loyalty (OBL1–OBL5) 3. Specify the structural model with the following relationships: - Economic Motivation → Attitude - Social Media Influence → Attitude - Attitude → Repurchase Intention - Attitude as mediator between Economic Motivation and Repurchase Intention - Attitude as mediator between Social Media Influence and Repurchase Intention - Moderation effects of Luxury Brand Involvement, Self-Brand Connection, and Original Brand Loyalty 4. Run the PLS algorithm using default SmartPLS settings. 5. Perform bootstrapping with 5,000 subsamples to test path significance. 6. Evaluate model validity, reliability, structural relationships, mediation, and moderation effects.
Institutions
- Binus UniversityJakarta, Jakarta