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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Nur Aini
Fakultas Ekonomi dan Bisnis, Institut Teknologi dan Bisnis Ahmad Dahlan, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Dampak Brand Image, Fashion Lifestyle Dan Harga Terhadap Keputusan Pembelian Pakaian Branded Preloved Di Online Shop Ambardi Ambardi; Nur Aini; Husnayeti Husnayeti; Helmi Helmi
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 12 No. 1 (2023): MARET
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (90.206 KB) | DOI: 10.31959/jm.v12i1.1279

Abstract

The purpose of this study is to find out and analyze the impact of Brand Image, Fashion Lifestyle, nd Price on Purchase Decisions for Branded Preloved Clothing in the Online Shop. This research uses descriptive qualitative and quantitative methods. Determination of the sample using certain criteria, namely respondents who follow the Instagram account @Latacha.Thriftshop and have bought preloved branded clothes at thriftshop @Latacha.Thriftshop at least 1 time. The sampling technique in this research uses a non-probability sampling technique using a purposive sampling method. Then the questionnaire was assessed using a Likert scale which was given a score of 1-5 for each question item, then the Instrument Test and Classical Assumption Test were carried out as well as Multiple Linear Regression Analysis and hypothesis testing. The results of this study conclude that the brand image variable has a significant effect on preloved purchasing decisions in online shops. The next variable price also has a significant effect on the purchase decision variable of Preloved onlineshop. And lastly, the Fashion Lifestyle variable also has a significant effect on preloved purchasing decisions in online shops
Co-Authors Ambardi Ambardi Helmi Helmi Husnayeti Husnayeti