PENGARUH LIFESTYLE, FASHION INVOLVEMENT, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN THRIFT SHOPPING DI LOOLY THRIFT PONOROGO

In the current era of modernity and globalization, the fashion industry sector has experienced quite rapid growth, along with the development of fashion trends and culture of Indonesian society. Especially in the thrift fashion industry, which is increasingly in demand by the public. This study aims to determine the effect of Lifestyle, Fashion Involvement, and Promotion on Thrift Shopping Purchase Decisions at Looly Thrift Ponorogo. This study uses a quantitative approach with a questionnaire method. Data measurement uses a Likert scale of one to five where 1 is for the answer strongly disagree and 5 is for the answer strongly agree. The sampling method uses an accidental sampling technique of 100 respondents. Data collection using a questionnaire and analyzed using SMART-PLS 4.0. The results of the study showed that the lifestyle variable showed a positive and significant influence on thrift shopping purchase decisions, then the fashion involvement variable showed a positive and significant influence on thrift shopping purchase decisions, and the promotion variable had a positive and significant influence on thrift shopping purchase decisions.