The Influence of Fashion Lifestyle and Price Perception  on Purchase Decisions of Thrift Fashion Products  Among Gen Z in Bandar Lampung

Putri Alfira   Zahra; Maulana Agung P; Prasetya Nugeraha

doi:10.63922/ijebir.v4i03.1727

Putri Alfira Zahra Faculty of Social Science and Political Science, Lampung University
Maulana Agung P Faculty of Social Science and Political Science, Lampung University
Prasetya Nugeraha Faculty of Social Science and Political Science, Lampung University

DOI: https://doi.org/10.63922/ijebir.v4i03.1727

Keywords: Fashion Lifestyle, Price Perception,Purchase Decision

Abstract

This inquiry goals to probe the relationship between fashion lifestyle and price perception on the purchase decision of thrift fashion products among Gen Z in Bandar Lampung. Using a quantitative approach as reflected in explanatory research, the study involved 97 respondents from Generation Z in Bandar Lampung who are consumers of thrift products. A set of questionnaires served as the primary instrument for gathering information, which was subsequently processed using the SPSS software. Findings from the statistical scrutiny highlighted that Gen Z consumers in Bandar Lampung demonstrated specific patterns in making decisions regarding the purchase of thrift fashion items are significantly and favorablely Repercussioned by fashion lifestyle and price perception. Specifically, fashion lifestyle Repercussions purchase decisions by encouraging persons to follow trends and express themselves through clothing choices that reflect their personal taste. Meanwhile, a favorable price perception indicating that thrift fashion products are affordable and offer rate for money plays a crucial role in driving purchase interest. These findings offer valuable insights for thrift fashion business actors in designing more Repercussionive marketing strategies aligned with the preferences of Generation Z.

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