KUALITAS PRODUK DAN HARGA SERTA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN SECOND BRANDED

Ranses Saputra Ginting Manik, Erika Nurmartiani

Abstract


The demand for used clothing continues to increase from year to year, several factors that influence the decision to purchase used clothing are product quality and price. This research aims to determine the influence of product quality and price partially and simultaneously on the decision to purchase second-hand (second-branded) clothing at the Hendra Store Gedebage Bandung. This research is descriptive and verifiable with a quantitative approach, the research methods used are validity testing, reliability testing, descriptive statistical analysis, classical assumption testing, multiple linear analysis, coefficient of determination, and hypothesis testing. The consequences of this research show that product quality and price simultaneously influence purchasing decisions. Product quality partially influences purchasing decisions negatively and significantly and price does not partially influence and not significantly influence purchasing decisions.

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References


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DOI: https://doi.org/10.32897/sobat.2023.5.0.3084

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Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM)
Universitas Sangga Buana
Bandung, Jawa Barat, Indonesia