PENGARUH HARGA DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN PADA THRIFT SHOP ONLINE DI KOTA MAKASSAR

Asriana. 2025. The Influence of Price and Social Media Marketing on Clothing Purchase Decisions at Online Thrift Shops in Makassar City, supervised by Nurhaedah Z and Dirwan.
This study aims to analyze (1) the partial influence of price and social media marketing on clothing purchase decisions at online thrift shops in Makassar City, (2) the simultaneous influence of price and social media marketing on clothing purchase decisions at online thrift shops in Makassar City, and (3) the most dominant variable influencing clothing purchase decisions at online thrift shops in Makassar City.
The study employed a quantitative approach using multiple regression analysis. The research sample consisted of 120 respondents who are consumers of online thrift shops in Makassar City. Data was collected through online questionnaires using Google Forms with a Likert scale.
The research findings indicate that (1) Price has a positive and significant influence on clothing purchase decisions at online thrift shops in Makassar City. (2) Social media marketing has a positive and significant influence on clothing purchase decisions at online thrift shops in Makassar City. (3) Collectively, price and social media marketing have a significant influence on clothing purchase decisions at online thrift shops in Makassar City.
(4) The most dominant variable influencing purchase decisions is social media marketing.