LIFESTYLE AND PRICE PERCEPTION EFFECTS ON YOUTH THRIFTING PURCHASE DECISIONS AT L21 SHOP, CIREBON

Chaterin Aulia Virginia (Sekolah Tinggi Ilmu Ekonomi Cirebon)
Bambang Sumardi (Sekolah Tinggi Ilmu Ekonomi Cirebon)
Winda Dwi Yanthi (Sekolah Tinggi Ilmu Ekonomi Cirebon)

PATEMON: Multidisciplinary Research
Vol. 1 No. 2 (2025): PATEMON: Multidisciplinary Research

Purpose: To examine the effects of lifestyle and price perception on youth purchase decisions for imported second-hand clothing (thrifting) at L21 Shop, Cirebon Regency, Indonesia. Research Methodology: Quantitative survey; purposive sampling; 100 respondents aged 16–30 who have purchased from L21 Shop; questionnaire; data analysis using SPSS with descriptive statistics, classical assumption tests (Kolmogorov-Smirnov normality), and multiple linear regression. Results: Lifestyle and price perception show significant positive effects on purchase decisions, both individually and jointly. Limitations: Single-store, cross-sectional design with non-probability sampling and self-reported measures may limit generalizability. Contribution: Provides evidence for thrift retail marketing and consumer behavior studies; offers practical guidance for SME thrift stores to align product selection and pricing with youth lifestyle trends.