Fardiani. 2020. Pengaruh Citra Merek (Brand Image) Dan Gaya Hidup (Lifestyle) Terhadap Keputusan Pembelian  Second Hand Clothes (SHC) di Royal Plaza  Surabaya. Tesis. Program Studi Manajemen, Program Pascasarjana Universitas Negeri Surabaya. Pembimbing: (I) Dr. Sri Setyo Iriani, S.E., M.Si. dan (II) Dr. Musdholifah, S.E., M.Si,

Kata kunci:Citra Merek, Gaya Hidup, Keputusan Pembelian

Penjual pakaian Second Hand Clothes (SHC) saat ini semakin lama semakin bertambah, hal ini sejalan dengan jumlah pembelinya, kebanyakan pembeli adalah remaja wanita, dikarena gaya hidup remaja yang semakin lama semakin meningkat baik dari style fashion dan brand pakain yang diingikan sebagai perubahan patokan gaya hidup remaja milenia. 

Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek (Brand Image) dan Gaya Hidup (Lifestyle) Terhadap Keputusan Pembelian Second Hand Clothes (SHC) di Royal Plaza  Surabaya.

Penelitian ini menggunakan pendekatan kuantitatif. Penelitian dilaksanakan dalam dua tahap yaitu tahap awal berupa uji validitas dan reabilitas angket kemudian dilanjutkan dengan tahap pelaksanaan berupa penyebaran angket. Populasi dalam penelitian ini adalah konsumen dari pembeli pakain  Second Hand Clothes (SHC) dari brand (Zara, Uniqlo dan H&M). Sampel yang diambil sebanyak 160 orang yang membeli di kios-kios Royal Plaza  Surabaya. Alat analisis yang digunakan dalam penelitian ini menggunakan Regresi Linier Berganda, analisis determinasi berganda(R2), Uji Asumsi Klasik (Uji Normalitas, Uji Multikolinearitas, Uji Heteroskedastisitas) dan Uji Parsial. dengan software SPSS.12.

Penelitian ini mengungkapkan kebanyakan pembeli pakaian Second Hand Clothes (SHC) adalah remaja wanita, pelajar dan mahasiswa usia 15tahun sampai 20 thn, dilihat karena semakin tinggi dan meningkatnya gaya hidup remaja saat ini dalam menggunakan pakaian-pakain yang memiliki citra merek yang terlihat mewah dan fasionable. 

Hasil penelitian menunjukkan bahwa terjadi pengaruh yang signifikan Citra Merek (Brand Image) terhadap keputusan pembelian dan Gaya Hidup (Lifestyle) terhadap keputusan pembelian Second Hand Clothes (SHC) di Royal Plaza  Surabaya.

Fardiani. 2020. The Effect of Brand Image and Lifestyle on Second-Hand Clothes (SHC) Purchasing Decisions at Royal Plaza Surabaya. Thesis. Management Study Program, Surabaya State University Postgraduate Program. Supervisor: (I) Dr. Sri Setyo Iriani, S.E., M.Si. and (II) Dr. Musdholifah, S.E., M.Si,

Keywords: Brand Image, Lifestyle, Purchasing Decisions

Second-Hand Clothes (SHC) clothing sellers are now increasingly increasing, this is in line with the number of buyers, most buyers are a girl because adolescent lifestyles are increasingly increasing both from fashion style and clothing brands that are desired as a change in style standards the lives of millennial teens.

This study aims to determine the effect of brand image and lifestyle on the decision to purchase second-hand clothes (SHC) at Royal Plaza Surabaya.

This study uses a quantitative approach. The study was conducted in two stages namely, the initial stage in the form of a validity and reliability test questionnaire then continued with the implementation stage in the form of questionnaire distribution. The population in this study were consumers of buyers of Second-Hand Clothes (SHC) from brands (Zara, Uniqlo, and H&M). Samples were taken as many as 160 people who bought at the stalls of Royal Plaza Surabaya. The analytical tool used in this study uses Multiple Linear Regression, multiple determination analysis (R2), Classical Assumption Test (Normality Test, Multicollinearity Test, Heteroscedasticity Test) and Partial Test. with SPSS.12 software.

This research revealed that most buyers of Second-Hand Clothes (SHC) are young women, students, and students aged 15 years to 20 years, seen because of the higher and increasing lifestyle of adolescents today in using clothes that have a brand image that looks luxurious and fashionable.

The results showed that there was a significant influence of a Brand Image on purchasing decisions and Lifestyle on purchasing decisions of Second-Hand Clothes (SHC) at Royal Plaza Surabaya.