NAVIGATINGTHEINDONESIANMARKET:UTILIZINGETHICAL RESPONSIBILITYCSRASASUCCESSFACTORINTHEFASTFASHION INDUSTRY FINALPROJECT By ShillaArsaAlmira 19020094 UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung2024 APPROVAL PAGE Navigating the Indonesian Market: Utilizing Ethical Responsibility CSR as a Success Factor in the Fast Fashion Industry By Shilla Arsa Almira ID No: 19020094 A Final Project in Partial Fulfillment Of the Requirement for the Degree of Bachelor of Management Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung 8 February 2024 Approved By Dr. rer. pol. Achmad Fajar Hendarman, ST., M.S.M. NAVIGATINGTHEINDONESIANMARKET:UTILIZINGETHICAL RESPONSIBILITYCSRASASUCCESSFACTORINTHEFASTFASHION INDUSTRY ShillaArsaAlmira 19020094 UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung,2024 Supervisor:Prof.TiloHalaszovich ABSTRACT Thisresearchaimstoidentifywhichcorporatesocialresponsibility(CSR)ethicalresponsibilitypractices haveahighereffectonIndonesiansconsumerpurchaseintentioninfastfashionindustriesfromdeveloped countrieswhentheyseektoexpandtheirbrandtoIndonesia.TwoCSRethicalresponsibilitypractices,i.e. implementationofrefashioningstrategyinclothingwastemanagementandprovisionoflivingwagesto employeeswerecomparedtoinvestigatetheireffectonconsumerspurchaseintentioninIndonesia.Forthe datacollection,theresearcherusedaquantitativeapproachwhere2differentscenariosweremadeand distributedrandomlytotheparticipants.Theresearcherusesregressionanalysisandindependentsamplet testtocomparetheresultbetweenthe2groups.Theresultshowsthatfashioncompaniesthatimplement refashioninginclothingwastemanagementhaveapositiveimpactontheconsumerpurchaseintention. However,provisionoflivingwageshasnopositiveimpactonpurchaseintention.Theresultalsoshowsthat implementationoftherefashioningstrategyinclothingwastemanagementdoesnothaveahighereffecton consumerpurchaseintentionthanensuringlivingwagesforemployees.Inconclusion,implementinga refashioningstrategyinclothingwastemanagementinafastfashionindustryinfluencesconsumerpurchase intention.However,providingalivingwagetoemployeeshasnosignificanteffectintheIndonesianmarket sinceIndonesians'awarenessofthelivingwageisstilllow. Keywords:CSR,ethicalresponsibility,purchaseintention,refashioning,livingWages 1 MENJELAJAHIPASARINDONESIA:MEMANFAATKAN TANGGUNGJAWABETISCSRSEBAGAIFAKTORKESUKSESAN DIINDUSTRIFASTFASHION ShillaArsaAlmira 19020094 ProgramSarjanaSekolahBisnisdanManajemen InstitutTeknologiBandung,2024 Pembimbing:Prof.TiloHalaszovich ABSTRAK Penelitianinibertujuanuntukmengidentifikasipraktiktanggungjawabetistanggungjawabsosial perusahaan(CSR)manayangmemilikipengaruhlebihtinggiterhadapniatbelikonsumenIndonesiadi industrifastfashiondarinegaramajuketikamerekaberupayamemperluasmerekmerekakeIndonesia.Dua praktiktanggungjawabetisCSR,yaitupenerapanstrategirefashioningdalampengelolaanlimbahpakaian danpemberianupahlayakkepadakaryawandibandingkanuntukmengetahuipengaruhnyaterhadapniat membelikonsumendiIndonesia.Untukpengumpulandata,penelitimenggunakanpendekatankuantitatif dimanaada2skenarioberbedayangdibagikansecaraacakkepadapartisipan.Penelitimenggunakananalisis regresidanujitsampelindependenuntukmembandingkanhasilantara2kelompok.Hasilpenelitian menunjukkanbahwaperusahaanfashionyangmenerapkanrefashioningdalampengelolaanlimbahpakaian memberikandampakpositifterhadapniatbelikonsumen.Namunpemberianupahlayaktidakberdampak positifterhadapniatmembeli.Hasilmenunjukkanbahwapenerapanstrategirefashioningdalampengelolaan limbahpakaiantidakmemberikanpengaruhyanglebihtinggiterhadapniatbelikonsumendibandingkan memastikanupahlayakbagikaryawan.Kesimpulannya,penerapanstrategirefashioningdalampengelolaan limbahpakaianpadaindustrifastfashionberpengaruhterhadapniatbelikonsumen.Namun,pemberianupah layakkepadapekerjatidakmemberikanpengaruhyangsignifikandipasarIndonesiakarenakesadaran masyarakatIndonesiaterhadapupahlayakmasihrendah. Keywords:CSR,tanggungjawabetis,niatmembeli,refashioning,upahlayak 2.