Pengaruh Brand Image Dan Harga Pada Thrif Shop (Pakaian Bekas Branded) Terhadap Keputusan Pembelian Dengan Product Quality Sebagai Variabel Intervening Dalam Persepektif Bisnis Syariah (Studi Pada Konsumen Toko Gate Of Thrif Kota Bandar Lampung)

Anggun, Padila (2023) Pengaruh Brand Image Dan Harga Pada Thrif Shop (Pakaian Bekas Branded) Terhadap Keputusan Pembelian Dengan Product Quality Sebagai Variabel Intervening Dalam Persepektif Bisnis Syariah (Studi Pada Konsumen Toko Gate Of Thrif Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Pakaian bekas yang saat ini menjadi trend fashion terutama dikalangan remaja, kepopuleran pakaian bekas semakin menanjak karena kebanyakan masyarakat menganggap pakaian bekas sebagai mode yang unik dan klasik. Naiknya penjualan pakaian bekas impor di Indonesia karena nilai barang impor dianggap lebih berkualitas dan lebih murah dibandingkan dengan produk lokal. Saat ini pakaian bekas impor semakin banyak peminatnya. Selain murah, penggemar atau konsumen juga berkesempatan mendapatkan baju merek terkenal yang masih layak pakai. Penelitian ini menggunakan metode pendekatan kuantitatif. Data yang digunakan adalah data primer dengan cara menyebar kuesioner secara online melalui google form kepada konsumen yang berdomisili di Bandar Lampung sebagai populasi. Metode pengambilan sampel dalam penelitian ini menggunakan purposive sampling, dengan jumlah responden 97 ditentukan menggunakan rumus Lemeshow, serta menggunakan SmartPLS 4 sebagai pengolah data. Berdasarkan hasil penelitian menunjukkan bahwa variabel Brand image (X1) tidak berpengaruh terhadap keputusan pembelian (Y), variabel Harga (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), variabel Product quality (M) berpengaruh positif dan sighnifikan terhadap keputusan pembelian (Y), variabel Brand image (X1) berpengaruh positif dan sighnifikan terhadap Product quality (M), variabel Harga (X2) berpengaruh positif dan sighnifikan terhadap Product quality (M), variabel Product quality (M) tidak berpengaruh tehadap Brand image (M) dalam keputusan pembelian, variabel Product quality (M) berpengaruh secara langsung positif dan sighnifikan terhadap Harga (X2) dalam Keputusan pembelian (Y). Brand image, Harga, Product quality, dalam meningkatkan keputusan pembelian pada konsumen toko Gate of thrif harus berlandaskan pada kaidah-kaidah agama islam, Kata Kunci : Brand Image, Harga, Product Quality, Keputusan Pembelian. ABSTRACT In this research, Brand Image and Price influence purchasing decisions, and Product quality is an Intervening variable. The author also conducted an online and offline survey regarding what problems were experienced at the gate of thrift shop in Bandar Lampung city in consumer purchasing decisions. This research aims to determine whether there is an influence of brand image and price on consumer purchasing decisions with product quality as an intervening variable at the Gate of Thrif store in Bandar Lampung city from a Sharia business perspective. This research uses a quantitative approach method. The data used is primary data by distributing questionnaires online via Google Form to consumers who live in Bandar Lampung as a population. The sampling method in this research used purposive sampling, with the number of respondents being 97 determined using the Lemeshow formula, and using SmartPLS 4 as data processing. The results of the research show that the Brand image variable has no effect on purchasing decisions for Gate of Thrif store consumers, the Price variable has a positive and significant effect on purchasing decisions, the Product quality variable has a positive and significant effect on purchasing decisions, the Brand image variable has a positive and significant effect on Product quality for consumers, the Price variable has a positive and significant effect on Product quality, the Product quality variable has no effect on Brand image in purchasing decisions, the Product quality variable has a direct positive and significant effect on Price in purchasing decisions. Brand image, price, product quality, in improving purchasing decisions for Gate of Thrif store consumers must be based on the principles of the Islamic religion, always providing professional, honest, trustworthy service as well as being friendly and polite in serving consumers. Apart from that, selling or producing prohibited goods is prohibited, as well as being transparent in describing the goods being sold, there are no false statements or perjury. Keywords: Brand Image, Price, Product Quality, Purchasing Decisions.

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