<![CDATA[This study aims to determine and analyze the influence of price and product quality on purchasing decisions of thrift store clothing in Ujungbatu District. The growing development of thrift store businesses has made price and product quality important factors that influence consumers' purchasing decisions. Therefore, this study was conducted to determine the extent to which these two variables affect purchasing decisions. This research employed a quantitative research method. The population of this study consisted of consumers who had purchased thrift store clothing in Ujungbatu District. The sampling technique used was purposive sampling. Data were collected through questionnaires and analyzed using classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results showed that, partially, price has a positive and significant effect on purchasing decisions of thrift store clothing in Ujungbatu District. Product quality also has a positive and significant effect on purchasing decisions. Simultaneously, price and product quality have a positive and significant effect on purchasing decisions of thrift store clothing in Ujungbatu District. The coefficient of determination (R²) indicates that price and product quality explain 52.9% of the variation in purchasing decisions, while the remaining 47.1% is influenced by other factors not examined in this study.]]>
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