PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS DI TOTAKU STORE JAMBI SELATAN

Abstrak

Used clothing is increasingly popular among the public as it offers affordable prices with relatively good quality. Totaku Store in South Jambi has become one of the most well-known and frequently visited second-hand clothing stores, as it offers a wide variety of products that attract consumers from various backgrounds. Its popularity reflects a shift in consumer preferences toward thrift products that are considered more economical yet still valuable. This study aims to analyze the influence of price and product quality on purchasing decisions of second-hand clothing at Totaku Store, South Jambi. The research employs a descriptive quantitative method with a survey approach targeting consumers. The collected data were analyzed using classical assumption tests, multiple linear regression analysis, and hypothesis testing with the assistance of the SPSS program to assess the significance and strength of the influence of each variable. The results indicate that price and product quality have a positive and significant effect on purchasing decisions. Partially, price has a significant influence with a t-count of 12.229 > t-table 1.66071, and product quality also shows a significant influence with a t-count of 9.478 > t-table 1.66071. Simultaneously, both variables have a significant influence with an F-count of 130.896 > F-table 3.09 and a significance value of 0.000 < 0.05. This study concludes that affordable pricing and good product quality encourage consumers to purchase second-hand clothing at Totaku Store, South Jambi.