Available online at: http://journal.uny.ac.id/index.php/jppm JPPM (Jurnal Pendidikan dan Pemberdayaan Masyarakat) 10 (2), 2023, 135-147 This is an open access article under the CC–BY-SA license. https://doi.org/10.21831/jppm.v10i1.64130 The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City Vivi Usmayanti 1 *, Yosi Fahdillah 2 , Mira Gustiana Pangestu 3 , Laura Prasasti 4 , Eddy Suratno 5 , Yulia Dwi Kartika 6 1 5 6 Management Department, Universitas Dinamika Bangsa Jambi 2 3 Entrepreneurship Department, Universitas Dinamika Bangsa Jambi 4 Computer Science Department, Universitas Dinamika Bangsa Jambi Kol. M. Kukuh Street, Paal Lima, Kec. Kota Baru, Kota Jambi 36125, Indonesia * Author Correspondence. Email: vivi.usmayanti73@gmail.com, Telp: +6282292118766 Received: 30 July 2023; Revised: 21 August 2023; Accepted: 19 November 2023 Abstract: Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term. Keywords: enjoyment-based motivation, descriptive norm, injunctive norm, purchasing behavior, MSME INTRODUCTION Micro, Small and Medium Enterprises, or MSMEs as they are commonly known, play an important role in the Indonesian economy (Ludiya & Mulyana, 2020). Efforts to advance and grow the MSME sector will absorb more of the existing workforce so that it can help reduce unemployment (Suci, 2017). In addition to increasing the welfare of the workers concerned, some of the participation provided by MSMEs (Mustangin et al., 2022) includes generating national investment, GDP growth, employment, and foreign currency production (Ahmad & Eri, 2021). Therefore, the empowerment and growth of MSMEs is something that needs to be done on an ongoing basis in relation to their contribution (Hario Tamtomo & Qomariyah, 2016). This can be seen from table 1, where this is a development of the contribution of MSMEs in Indonesia from 2018-2019. How to Cite: Usmayanti, V., et al., The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: a Case Study of MSMEs in Jambi City., JPPM (Jurnal Pendidikan dan Pemberdayaan Masyarakat), 10(2), 134-147. doi: https://doi.org/10.21831/jppm.v10i2.64130