Analisis Faktor-Faktor Perilaku Konsumen yang Mempengaruhi Keputusan Pembelian Produk Baju Bekas Impor (Studi kasus pada Toko Baju New Look)

Abstract

Nowadays, clothing or fashion world is very close to our lives, because it is a major requirement to socialize. Clothes are putting people in different social positions. Imported used clothes that people especialy in North Sumatera often call ‘Roger’ or ‘Monja’ now be said to be phenomenal because with some negative issues attached like become a nest of diseases, smelly, after used by other people, Secondhand clothing markets are prone to crime and squalid etc but it attracted many people today. Something like that can be used as business opportunities to take advantage of the circumstances in which people want different circumstances. Imported second-hand clothing store New Look provides a convenient place and used clothing imports that have been washed clean. This study aims to analyze the factors that influence purchasing decisions at the clothing store New Look. Factors analyzed were personal factors consisting of age and stage of life cycle, employment and economic situation (income), lifestyle, personality and self concept. Import thrift or often people call Roger or Monja This is now becoming an alternative young people dressed in everyday life. This study uses a type of research study quantitative analysis of the associative approach, as well as data retrieval through the deployment process of the questionnaire respondents (buyers) in accordance with the criteria specified in this buyers Import Used Clothing in store New Look. From the research that has been done shows that there are the most influential factors are lifestyle factors. While other factors had little influence. This is caused by bersosial style pattern that form today's consumer tastes. With the low prices they can buy branded clothes which if bought new clothes in the store are very expensive.