Pengaruh Price, Brand Image, dan Electronic Word Of Mouth (E-Wom) terhadap Keputusan Pembelian Produk Thrift pada Konsumen Listiystore

Sari Listyani; Andreas Tigor Oktaga

doi:10.55606/jimak.v5i3.8014

Authors

Sari Listyani Institut Teknologi dan Bisnis Semarang
Andreas Tigor Oktaga Institut Teknologi Dan Bisnis Semarang

DOI:

https://doi.org/10.55606/jimak.v5i3.8014

Keywords:

Brand Image, Electronic Word of Mouth, Purchase Decision, Price, Thrift

Abstract

People's clothing choices currently do not rely entirely on new products, but have increasingly shifted towards wearable second-hand clothes (thrift) alongside the rapid development of digital businesses. Therefore, this study aims to examine the effect of price, brand image, and Electronic Word of Mouth (E-WOM) on the purchase decisions of thrift products among Listiystore consumers, both partially and simultaneously. To achieve this objective, the study utilizes a quantitative approach with a causal associative design. The accessible population includes 142 customers recorded in the Listiystore database in 2025. From this population, a sample of 105 respondents was drawn using the Slovin formula at a 5% margin of error through a simple random sampling technique. Furthermore, the Likert scale questionnaire responses were processed through multiple linear regression using IBM SPSS Statistics. The empirical testing results show that price, brand image, and E-WOM partially have a positive and significant effect on purchase decisions. In line with these findings, simultaneous testing also confirms that these three variables collectively exert a significant effect. Furthermore, the R Square value of 0.674 indicates that 67.4% of the variance in purchase decisions can be explained by the model, while the remaining 32.6% is influenced by other factors outside the scope of this study.

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