Pengaruh Brand Image dan Gaya Hidup Terhadap Keputusan Pembelian Baju Thrift di CFD Telanai Kota Jamb

Dionna Andini Putri; Novi Mubyarto; Firman Syah Noor

doi:10.35896/jse.v7i1.1351

Dionna Andini Putri UIN Sulthan Thaha Saifuddin Jambi
Novi Mubyarto UIN Sulthan Thaha Saifuddin Jambi
Firman Syah Noor UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.35896/jse.v7i1.1351

Keywords: Brand image; lifestyle;purchasing decision; thriftclothing; consumer behavior.

Abstract

The growth of the thrift clothing business in Indonesia has increased
significantly along with the rising trend of sustainable fashion and
changes in consumer lifestyles. Consumers' purchasing decisions for
thrift clothing are influenced not only by economic considerations but
also by brand image and lifestyle, particularly among young
consumers. This study aims to examine the influence of brand image
and lifestyle on purchasing decisions for thrift clothing at CFD
Telanai, Jambi City, both partially and simultaneously. This research
employed a quantitative approach with an explanatory research
design. A total of 70 respondents were selected using a purposive
sampling technique. Data were collected through questionnaires and
analyzed using multiple linear regression with IBM SPSS Statistics.
The findings indicate that brand image has a positive and significant
effect on purchasing decisions. Likewise, lifestyle also has a positive
and significant effect on purchasing decisions. Simultaneously, brand
mage and lifestyle significantly influence consumers' purchasing
decisions for thrift clothing at CFD Telanai, Jambi City. These findings
support the Theory of Planned Behavior, which explains that
ndividual attitudes and characteristics influence purchasing behavior.
This study contributes to the literature on consumer behavior and
provides practical implications for thrift business owners in developing
more effective marketing strategies

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