Pengaruh Harga dan Kualitas Produk Terhadap Minat Beli Konsumen pada Usaha Pakaian Thrifting (Di Toko Random Stuff Kota Makassar)

Abstract

Abstract:

A person's interest in secondhand clothing is very high, this is closely related to the lifestyle of modern society that always pursues prestige and more affordable price range factors. Thrifting clothing is currently a fashion trend, especially among teenagers, the popularity of thrifting clothing is increasing because most people consider thrifting clothing as a unique and classic fashion. This study aims to determine the effect of price and product quality on consumer purchasing interest in thrifting clothing businesses (at the Random Stuff store in Makassar City). The method used in this study is quantitative. The results of this study indicate that Price has a negative but significant effect on Consumer Purchase Intention for thrifting clothing at the Random Stuff Store in Makassar City, meaning that the higher the price, the lower the purchase interest. Consumers consider that the price of thrifting clothing is not commensurate with the benefits obtained. Meanwhile, Product Quality has a positive and significant effect on Purchase Intention, indicating that the better the quality of thrifting clothing, the higher the consumer's purchase interest. However, some respondents considered that thrifting clothing is easily faded because it is a branded second-hand product. Simultaneously, Price and Product Quality have a significant effect on Consumer Purchase Intention, so that both factors together determine the level of consumer interest in purchasing thrifting clothing at the Random Stuff Store in Makassar City.

Keywords: Price, Quality, Interest, Thrifting

Abstrak:

Minat seseorang terhadap pakaian bekas sangat tinggi, hal ini berkaitan erat dengan gaya hidup masyarakat modern yang selalu mengejar prestige dan faktor range harga yang lebih terjangkau. Pakaian thrifting yang saat ini menjadi trend fashion terutama di kalangan remaja, kepopuleran pakaian thrifting semakin menanjak karena kebanyakan masyarakat menganggap pakaian thrifting sebagai mode yang unik dan klasik. Penelitian ini bertujuan untuk mengetahui pengaruh harga  dan kualitas produk terhadap minat  beli konsumen pada usaha pakaian thrifting  (di toko Random Stuff Kota Makassar). Metode yang digunakan dalam penelitian ini yaitu kuantitatif. Hasil penelitian ini menunjukkan bahwa Harga berpengaruh negatif namun signifikan terhadap Minat Beli konsumen pakaian thrifting di Toko Random Stuff Kota Makassar, yang berarti semakin tinggi harga, minat beli cenderung menurun. Konsumen menilai bahwa harga pakaian thrifting tidak sebanding dengan manfaat yang diperoleh. Sementara itu, Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli, menunjukkan bahwa semakin baik kualitas pakaian thrifting, semakin tinggi pula minat beli konsumen. Namun, beberapa responden menilai bahwa pakaian thrifting mudah memudar karena merupakan produk bekas bermerek. Secara simultan, Harga dan Kualitas Produk berpengaruh signifikan terhadap Minat Beli konsumen, sehingga kedua faktor tersebut bersama-sama menentukan tingkat ketertarikan konsumen dalam membeli pakaian thrifting di Toko Random Stuff Kota Makassar.

Kata Kunci: Harga, Kualitas, Minat, Thrifting.