PENGARUH BRAND IMAGE, HARGA, DAN FASHION LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN PRELOVED DI THRIFSHOP DALAM PERSPEKTIF BISNIS SYARIAH (Studi Pada Konsumen Diviwearstore Bandar Lampung)

Melinda, Septri Yani (2025) PENGARUH BRAND IMAGE, HARGA, DAN FASHION LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN PRELOVED DI THRIFSHOP DALAM PERSPEKTIF BISNIS SYARIAH (Studi Pada Konsumen Diviwearstore Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Tren pakaian Preloved kini telah menjamur di Tanah Air. Padahal pakaian Preloved merupakan barang ilegal menurut peraturan menteri perdagangan dan undang-undang. Larangan tersebut berkaitan dengan alasan kebersihatn, dan dikhawatirkan dapat menurunkan pangsa pasar yang dapat merugikan pendapatan negara . Rumusan masalah pada penelitian ini adalah Apakah Brand Image, Harga, dan Fashion Lifestyle berpengaruh secara parsial terhadap Keputusan Pembelian pakaian Preloved di Thrifshop? Apakah Brand Image, harga, dan Fashion Lifestyle berpengaruh seacara simultan terhadap keputusan pembelian pakaian preloved di Thrifshop? Bagaimana perspektif bisnis Syariah mengenai keputusan pembelian pakaian Preloved di Thrifshop? Jenis penelitian ini merupakan penelitian kuantitatif. Populasi pada penelitian ini adalah konsumen Diviwearstore dan sampel yang diambil adalah 91 sampel menggunakan metode purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuesioner yang menggunakan skala likert. Metode analisis data yang digunakan adalah pendekatan Statistical package for the social Science (SPSS) dengan menggunakan software SPSS versi 20. Hasil penelitian ini menunjukkan Brand Image berpengaruh signifikan terhadap keputusan pembelian produk preloved di Thrifshop. Harga tidak berpengaruh terhadap keputusan pembelian produk preloved di Thrifshop. Fashion Lifestyle berpengaruh siginifikan terhadap keputusan pembelian produk preloved di Thrifshop. Brand Image, Harga, dan Fashion Lifestyle berpengaruh secara simultan terhadap Keputusan Pembelian. Dalam perspektif bisnis syariah menunjukkan kegiatan jual beli barang preloved bertolak belakang dengan syariat Islam, yang mana Al-Quran dalam surah An-Nisa ayat 59 memerintahkan manusia untuk mematuhi ulil amri sebagai pemimpin. Kata Kunci: Brand Image, Harga, Fashion Lifestyle, Keputusan pembelian. ABSTRACT The trend of preloved clothing has now become widespread in Indonesia. However, preloved clothing is considered illegal according to the Minister of Trade regulations and laws. The prohibition is related to health concerns and the fear that it may reduce market share, which could harm the country's revenue. The research problem in this study is whether Brand Image, price, and Fashion Lifestyle have a partial effect on the purchasing decision of preloved clothing in thrift shops. Does Brand Image, price, and Fashion Lifestyle have a simultaneous effect on the purchasing decision of preloved clothing in thrift shops? What is the Islamic business perspective on the purchasing decision of preloved clothing in thrift shops? This study is quantitative research. The population in this study consists of Diviwearstore consumers, and the sample taken is 91 respondents using purposive sampling method. The data collection method used in this study is a questionnaire with a Likert scale. The data analysis method used is the Statistical Package for the Social Sciences (SPSS) with SPSS version 20 software. The results of this study indicate that Brand Image has a significant effect on the purchasing decision of preloved products in thrift shops. Price does not have an effect on the purchasing decision of preloved products in thrift shops. Fashion Lifestyle has a significant effect on the purchasing decision of preloved products in thrift shops. Brand Image, price, and Fashion Lifestyle simultaneously have an effect on the purchasing decision. From an Islamic business perspective, the buying and selling of preloved goods contradict Islamic law, as the Qur'an in Surah An-Nisa, verse 59, commands people to obey their leaders (ulil amri). Keywords: Brand Image, Price, Fashion Lifestyle, Purchase Decision.

Item Type: Thesis (Diploma)
Subjects: Manajemen Bisnis Syariah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah
Depositing User: LAYANAN PERPUSTAKAAN UINRIL REFERENSI
Date Deposited: 24 Jan 2025 07:24
Last Modified: 24 Jan 2025 07:24
URI: https://repository.radenintan.ac.id/id/eprint/37059

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