SKRIPSI: Pengaruh Harga, Promosi, Brand Image terhadap Keputusan Pembelian Konsumen “Put and Thrift”

NUGRAHA, Harya Jati (2024) SKRIPSI: Pengaruh Harga, Promosi, Brand Image terhadap Keputusan Pembelian Konsumen “Put and Thrift”. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Thrift shopping is one of the phenomena that is currently popular and discussed among the community, especially among young people who want to look cool but with low expenses. With the development of information technology, especially teenagers, are exposed to branded products that have quality and excellence through social media, which makes teenagers interested in owning these products. Because new branded products, limited editions, or products with historical value usually have high prices, thrift shops can be an alternative for people who want to own these products. The purpose of this study is to determine the influence of price, promotion, and brand image on the purchasing decisions of "Put and Thrift" consumers. This research method is quantitative with data collection techniques using questionnaires distributed to 112 respondents who have purchased and used "Put and Thrift" products. By using validity tests, reliability tests, normality tests, multicollinearity tests, heteroskedasticity tests, and multiple linear analysis. The results show that price has a positive influence on the purchasing decision of "Put and Thrift", promotion has a positive influence on the purchasing decision of "Put and Thrift", brand image has a positive influence on the purchasing decision of "Put and Thrift". Based on the results of the coefficient of determination test (Adjusted R²), it is shown that the ability of Price, Promotion, Brand Image has an influence on Consumer Purchase Decisions of 27.2%, while 72.8% is explained by other factors outside the model and cannot be detected in this study.

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