The Influence of Price Perceptions, Product Quality and Personality on Purchase Decisions of Women's Clothing Thrifting Products in Manado

Abstract

Current economic progress is followed by the increasing needs of an increasingly diverse societyand progressive makes it difficult for people to determine which needs are prioritized. One of them is in the world of fashion where many people will try to always look fashionable and fashionable to maximize the achievement of their goals. The alternative or method taken is through the consumption of used clothing or fashion thrift, which is better known as thrift shopping. Where in the world of thrifting we can find various kinds, good and unique clothing models at prices which are of course much cheaper.This study has 3 independent variables namely; price perception, product quality and personality, while the dependent variable is purchasing decisions. This study aims to analyze the effect of perceived price, product quality, and personality on purchasing decisions for thrifting women's clothing in Manado. The method used in this study is through a questionnaire instrument. The sample used in this study were women who used thrift clothing products with a total of 100 respondents. The analytical method used is validity, reliability, classical assumptions and multiple regression using the SPSS application. The results of the study show that simultaneously the perception of price, Product quality and personality have a positive and significant effect on purchasing decisions for women's clothing thrifting products in Manado. Partially the product quality and personality variables have a positive and significant effect on the purchasing decision of women's thrifting products in Manado, while price perceptions have a positive and insignificant effect on the purchasing decisions of women's thrifting products in Manado.