APIF ABDUL SHOLEH (2025) “PENGARUH BRAND IMAGE, PERSEPSI
NILAI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN
PEMBELIAN FASHION BEKAS IMPOR THRIFTING DI KABUPATEN
KUNINGAN”. Program Studi Manajemen Fakultas Ekonomi dan Bisnis,
Dibimbing Oleh Bapak Wely Hadi Gunawan, S.E., M.M dan Ibu Neng Evi
Kartika, S.E., M.M.
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, persepsi nilai dan
kualitas produk terhadap keputusan pembelian fashion bekas impor thrifting di
Kabupaten Kuningan. Penelitian ini menggunakan metode kuantitatif dengan
pendekatan deskriptif dan verifikatif. Teknik pengumpulan data dilakukan melalui
penyebaran kuesioner melalui google from kepada 100 responden yang pernah
membeli pakaian thrifting dan pengumpulan menggunakan sekala interval. Analisis
data menggunakan analisis regresi linear berganda dengan bantuan SPSS 26. Hasil
menunjukkan bahwa: (1) Brand Image, Perspsi Nilai, dan Kualitas Produk secara
simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (2)
Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. (3)
Persepsi Nilai berpengaruh positif dan signifikan terhadap keputusan pembelian.
(4) Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan
pembelian.
Kata Kunci: Brand Image, Perespsi Nilai, Kualitas Produk, Keputusna
Pembelian
APIF ABDUL SHOLEH (2025) “THE INFLUENCE OF BRAND IMAGE,
PERCEIVED VALUE, AND PRODUCT QUALITY ON PURCHASING
DECISIONS FOR IMPORTED SECOND-HAND FASHION THRIFTING IN
KUNINGAN REGENCY.” Department of Management, Faculty of Economics
and Business, Supervised by Mr. Wely Hadi Gunawan, S.E., M.M. and Mrs. Neng
Evi Kartika, S.E., M.M.
This study aims to determine the influence of brand image, perceived value, and
product quality on the purchase decision of imported second-hand fashion thrifting
in Kuningan Regency. This study employs a quantitative method with a descriptive
and verifiable approach. Data collection techniques were conducted through the
distribution of questionnaires via Google Forms to 100 respondents who had
previously purchased thrifted clothing, using an interval scale. Data analysis
utilized multiple linear regression analysis with the assistance of SPSS 26. The
results indicate that: (1) Brand Image, Perceived Value, and Product Quality
simultaneously have a positive and significant effect on Purchase Decisions. (2)
Brand Image has a positive and significant effect on purchase decisions. (3)
Perceived Value has a positive and significant effect on purchase decisions. (4)
Product Quality has a positive and significant effect on purchase decisions.
Keywords: Brand Image, Value Perception, Product Quality, Purchase Decision