Pengaruh Kepercayaan, Brand Image Dan Lifestyle Terhadap Keputusan Pembelian Pakaian Preloved Import Branded Di Obela Store Bengkulu

Abstrak

This thesis is titled "The Influence of Trust, Brand Image, and Lifestyle on Purchasing Decisions of Branded Imported Preloved Clothing at Obela Store Bengkulu." This study aims to determine the effects of trust, brand image, and lifestyle on purchasing decisions for branded imported preloved clothing at Obela Store Bengkulu. The research employs a quantitative method with a non-probability sampling technique using snowball sampling, involving 140 respondents. Data collection was conducted through questionnaires and analyzedd using SPSS version 29. The results indicate that trust (significance value 0.046) and lifestyle (0.01) significantly influence purchasing decisions, while brand image (0.444) does not have a significant effect. Simultaneous testing shows that trust, brand image, and lifestyle collectively influence purchasing decisions with a significance value of0.001 and an R square of0.805, indicating that these variables account for 80.5% of the purchasing decision variance, while the remaining 19.5% is influenced by other unexamined variables.