PENGARUH PROMOSI KREATIF, PENINGKATAN CITRA MEREK, DAN PENGGUNAAN MEDIA SOSIAL TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI THRIFTING DI PONOROGO

This research aims to analyze the influence of creative promotion, brand image enhancement, and social media usage on consumer decisions to purchase thrifting products in Ponorogo. The sample of this study consists of 150 respondents who are consumers of thrifting products in the area. Data collection methods were conducted through questionnaires distributed both online and offline. Data analysis was performed using SPSS software. The results of the study indicate that creative promotion, brand image enhancement, and social media usage significantly influence consumer decisions in purchasing thrifting products. Creative promotion significantly contributes to increasing consumer purchase interest, where unique and attractive promotional ideas can capture consumer attention. Brand image enhancement also plays an important role in building consumer trust and loyalty towards thrifting products. Additionally, the use of social media as a means of promotion and communication has a strong influence on consumer purchase decisions, considering that social media can reach more consumers and provide faster and more interactive information. Overall, this research confirms that creative promotion strategies, a good brand image, and optimal utilization of social media can enhance consumer decisions to purchase thrifting products in Ponorogo. These findings are expected to provide insights for thrifting business practitioners in designing effective marketing strategies to attract more consumers.
Keywords:Creative Promotion, Brand Image, Social Media, Consumer Decision, Thrifting