JPM VOL.3 NO 3 SEPT PENGARUH HARGA, BRAND IMAGE DAN FASHION LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN THRIFTING DI TOKO THRIFTBYTRI LOMBOK UTARA

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh  Harga, Brand Image dan Fashion Lifestyle terhadap Keputusan Pembelian pakaian thrifting di Toko Thriftbytri Lombok Utara. Jenis penelitian dalam penelitian ini adalah penelitian kauntitatif dengan pendekatan asosiatif. Sampel dalam penelitian ini berjumlah 80 sampel. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik nonprobability sampling dengan metode purposive sampling. Analisis data pada penelitian ini menggunakan analisis regresi linear berganda dan seluruh data penelitian diolah menggunakan SPSS Statistic 24.  Hasil penelitian ini menunjukkan bahwa variabel Harga, Brand Image dan Fashion Lifestyle berpengaruh positif dan signifikan terhadap Keputusan Pembelian pakaian thrifting di Toko Thriftbytri Lombok Utara. Kata kunci : Keputusan Pembelian, Harga, Brand Image, Fashion Lifestyle   This research aims to test and analyze the influence of price, brand image and fashion lifestyle on purchasing decisions for thrifting clothing at the Thriftbytri Store, North Lombok. The type of research in this research is quantitative research with an associative approach. The sample in this study amounted to 80 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this research uses multiple linear regression analysis and all research data is processed using SPSS Statistics 24. The results of this research show that the variables Price, Brand Image and Fashion Lifestyle have a positive and significant effect on purchasing decisions for thrifting clothing at the Thriftbytri Store, North Lombok. Keywords : Purchase Decision, Price, Brand Image, Fashion Lifestyle