THE INFLUENCE OF PERCEPTIONS OF PRICE, LIFESTYLE, BRAND IMAGE, ON DECISIONS TO PURCHASE USED CLOTHING AT THE MEDAN JASMINE TAX PENGARUH PERSEPSI HARGA, GAYA HIDUP, CITRA MEREK, TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN BEKAS DI PAJAK MELATI MEDAN Section Articles

Abstract

This research is motivated because people's purchasing decisions for used clothes have become a habit and trend today, buying and selling used clothes is mushrooming and very much found in various places, one of which is the Pajak Melati Medan. The purpose of research in this thesis is a. To find out how the influence of price perception, lifestyle, brand image on the purchase decision of used clothes in Pajak Melati Medan, b. To find out how the influence of price perception, lifestyle, brand image together on the purchase decision of used clothes in Pajak Melati Medan, The methodology in this study is a quantitative approach, using primary data. Primary data is data obtained from respondents. Primary data in this study were obtained from respondents through questionnaires. While the analysis method used in this study is multiple linear regression analysis method. The results of the Price Perception study influenced the purchase decision where (0.02 < 0.05), Lifestyle did not affect the purchase decision, , Brand Image had no effect the purchase decision) while simultaneously Price Perception, Lifestyle, Brand Image significantly influenced the decision of used clothing