Akhmad Faisal Rifki. 2026. The Influence of Price Fairness and Fashion Involvement on Purchase Decisions for Pre-Owned Branded Bags Product through Perceived Value (Study on Indonesia’s Gen Z). Supervisor: Dr. Raden Roro Yulianti Prihatiningrum, S.E., M.Si., CMA, CPM (Asia); Dr. Siti Aliyati Al Bushairi, S.E., M.M.; Prof. Laila Refiana Said, S.Psi., M.Si., Ph.D.

This study aims to examine the effects of price fairness and fashion involvement on the purchase decisions of pre-owned branded bags among Generation Z consumers in Indonesia, both directly and indirectly through Perceived Value as a mediating variable. The study also seeks to explain the mediating role of Perceived Value in the relationship between Price Fairness, Fashion Involvement, and Purchase Decisions.

This study employed a quantitative approach using an explanatory research design. The research was conducted in Indonesia through an online questionnaire distributed to Generation Z consumers who had purchased pre-owned branded bags at least once. A total of 241 respondents were selected using a non-probability sampling technique with a purposive sampling method. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4 software. Model evaluation was conducted through measurement model assessment, structural model assessment, and hypothesis testing using the bootstrapping procedure.

The results indicate that Price Fairness has a positive and significant effect on Purchase Decisions, with a path coefficient of 0.262. Fashion Involvement also has a positive and significant effect on Purchase Decisions, with a path coefficient of 0.298. Furthermore, Price Fairness and Fashion Involvement have positive and significant effects on Perceived Value, with path coefficients of 0.480 and 0.443, respectively. Perceived Value also has a positive and significant effect on Purchase Decisions, with a path coefficient of 0.385. In addition, Perceived Value partially mediates the effects of Price Fairness and Fashion Involvement on Purchase Decisions. The findings of this study reinforce the consumer decision-making theory, demonstrating that purchase decisions result from consumers’ evaluation of multiple considerations, including Price Fairness, Fashion Involvement, and Perceived Value.

Keywords: Price Fairness, Fashion Involvement, Perceived Value, Purchase Decisions, Pre-owned Branded Bags.