PENGARUH BRAND REPUTATION DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BRANDED PRELOVED DI THRIFTSHOP ONLINE INSTAGRAM

THE EFFECT OF BRAND REPUTATION AND PRICE ON PURCHASING DECISIONS FOR PRELOVED BRANDED CLOTHES AT THRIFTSHOP ONLINE INSTAGRAM

           Penelitian berikut dilakukan guna mencapai tujuan untuk mengetahui pengaruh brand reputation dan harga terhadap keputusan pembelian pakaian branded preloved di thriftshop online instagram @thriftimpor. Jenis penelitian yang digunakan menggunakan penelitian kuantitatif deskriptif. Populasi yang diambil yakni pengikut akun instagram dari @thriftimpor yang berjumlah 606.000 pengikut. Sampel ditentukan dengan teknik purpossive sampling. Rumus slovin digunakan untuk mendapatkan jumlah kesesuaian sampel  yaitu 100 responden. Teknik pengumpulan data yaitu melalui penyebaran angket berupa google form. Metode analisis data pada penelitian berikut memakai analisis regresi linier berganda. Hasil yang diperoleh dari penelitian berikut yakni bahwa variabel brand reputation (X₁) memiliki pengaruh signifikan terhadap variabel keputusan pembelian (Y) dan variabel harga (X₂) memiliki pengaruh signifikan terhadap variabel keputusan pembelian (Y), serta variabel brand reputation (X₁) dan variabel harga (X₂) berpengaruh signifikan  secara simultan terhadap variabel keputusan pembelian (Y).

Kata Kunci: Brand Reputation, Harga, Keputusan Pembelian.

The following research was conducted in order to achieve the goal of knowing the effect of brand reputation and price on purchasing decisions for preloved branded at thriftshop online instagram @thriftimpor. The type of research used in the following research uses descriptive quantitative research. The population taken is the followers of the Instagram from @thriftimpor, totaling 606.000 followers. The sample is determined by purposive sampling technique. The slovin formula is used to obtain the number of sample suitability, namely 100 respondents. The data collection technique is through the distribution of a questionnaire in the form of a google form. The data analysis method in the following research uses multiple linear regression analysis. The results obtained from the following research are that the brand reputation (X₁) has a significant influence on the purchasing decision variable (Y) and the price variable (X₂) has a significant influence on the purchasing decision variable (Y), as well as the brand reputation (X₁) and the variable price (X₂) simultaneously significant effect on variable purchasing decision (Y).

Keywords: Brand Reputation, Price, Purchasing Decisions.