ANALYSIS OF THE EFFECT OF PRICE, PRODUCT QUALITY, FASHION LIFESTYLE, AND BRAND IMAGE ON THRIFTING PURCHASE DECISIONS IN MADIUN

Putri Fadila Rahma, Dian Citaningtyas Ari Kadi

Abstract


The purpose of this research is to determine the influence of price, product qua.lity, fa.shion lifestyle, a.nd bra.nd ima.ge on Thrifting purcha.sing decisions in Ma.diun. This resea.rch is qua.ntita.tive research with a. sa.mple size of 170 respondents. The sa.mpling method is purposive sa.mpling. Da.ta. collection uses a. questionna.ire distributed via. Google Form. Da.ta. a.na.lysis techniques were ca. carried out using SPSS version 22 softwa.re. The results of this resea.rch show tha.t (1) price has a positive a.nd significa.nt effect on purcha.sing decisions, (2) product qua.lity ha.s a. positive a.nd significant. effect on purcha.sing decisions, (3) fa.shion lifestyle ha.s a. positive a.nd  significa.nt effect on purcha.sing decisions, (4) bra.nd ima.ge ha.s a. positive a.nd significa.nt effect on purcha.sing decisions.

Keywords: Price, Product Qua.lity, Fa.shion Lifestyle, Bra.nd Ima.ge, Purcha.sing Decisions


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