Pengaruh Kualitas Produk, Harga Dan Gaya Hidup Terhadap Keputusan Pembelian Thrift Shop Di Kota Banjarmasin

Abstrak

The growing trend of sustainable consumption has encouraged people, particularly younger generations, to shift toward purchasing secondhand clothing through thrift shops as an affordable and environmentally friendly fashion alternative. This study aims to analyze the effect of product quality, price, and lifestyle, both partially and simultaneously, on purchasing decisions at five thrift shops in Banjarmasin City. A quantitative approach was employed using convenience sampling on 96 respondents determined through the Cochran formula, with data analyzed using multiple linear regression via SPSS version 23. The results indicate that the data satisfied validity, reliability, and classical assumption tests, confirming the model's suitability. Findings reveal that product quality has no significant partial effect on purchasing decisions, whereas price and lifestyle each show significant effects, with lifestyle emerging as the most dominant variable. Simultaneously, the three variables significantly influence purchasing decisions, contributing 49.4 percent to the model. The study concludes that consumer decisions in purchasing thrift products are more strongly determined by price suitability and lifestyle compatibility than by physical product quality alone, suggesting that thrift business owners should prioritize competitive pricing strategies and trend adaptation while maintaining consistent quality as a foundation for long-term consumer trust.