Analisis Pengaruh Keputusan Pembelian Secondhand Fashion di Purwokerto

Abstract

Purpose: This research aims to determine the relationship between the influence of price fairness, product quality, store atmosphere, and social media promotions on secondhand fashion purchasing decisions in Purwokerto.

Methodology/approach: This research was conducted on consumers who had bought second-hand clothes in Purwokerto. The type of research used is quantitative research with a descriptive approach. The sampling used was a non-probability method with accidental sampling technique. The number of samples in this research was 100 respondents. The data source used is primary data using a questionnaire method. The data analysis technique was carried out using the multiple linear regression analysis method which was processed using SPSS version 29.0.

Results/findings: The research results show that price fairness, product quality, store atmosphere, and social media promotions have a positive and significant effect on the decision to purchase secondhand fashion in Purwokerto.

Limitations: The independent variable is still limited because it only has an influence of 45.9% on purchasing decisions. Research instruments are still limited and research locations are still narrow.

Contribution: This research can be used as material for consideration by used or new clothing businesses to continue to improve price fairness, product quality, store atmosphere, and social media promotions so that consumers make more purchasing decisions.