PENGARUH HARGA, PROMOSI, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

The purchase of used clothes increased during recent years. This makes a very tight competition in the field of
fashion. This research aimed to find out the effect of price, promotion, and lifestyle on the purchasing decision of
used clothes. This research was quantitative. Furthermore, the research population used the School of Economy
Indonesia (STIESIA) Surabaya students who have ever done purchasing used clothes The sample collection
technique of this research used the purposive sampling method i.e., a sample selection with determining criteria
given. Moreover, based on the purposive sampling it obtained 100 respondents. Meanwhile, the data collection
used questionnaires. On the other hand, the research data analysis method used multiple linear regressions
analysis with the SPSS program 26 version, classic assumption test, F test, t-test and also coefficient
determination. The research result concluded that price had a significantly positive effect on the purchasing
decision. Promotion did not significantly affect the purchasing decision. In addition, lifestyle had a positive and
significant effect on the purchasing decision.