Pengaruh Word of Mouth, Trend Fashion, dan Kelangkaan Produk terhadap Keputusan Pembelian Produk Pakaian Impor Bekas (Thrift) (Studi Kasus Konsumen Toko Padahal Sekon Store Pekalongan)

Sulistiorini, Tri (2025) Pengaruh Word of Mouth, Trend Fashion, dan Kelangkaan Produk terhadap Keputusan Pembelian Produk Pakaian Impor Bekas (Thrift) (Studi Kasus Konsumen Toko Padahal Sekon Store Pekalongan). Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Keputusan pembelian konsumen dipengaruhi oleh berbagai faktor, salah satunya adalah word of mouth, yang berperan penting dalam keberlangsungan bisnis. Word of mouth yang positif terbukti efektif digunakan sebagai strategi pemasaran yang dapat menguntungkan merek. Selain itu, tren fashion juga mempengaruhi kepuasan konsumen dalam membeli produk. Tren fashion tidak hanya berfungsi sebagai kebutuhan estetika namun juga menjadi alat untuk meningkatkan kepercayaan diri dan mendapat pengakuan sosial. Kelangkaan produk menjadi faktor lain yang mendorong keputusan pembelaian. Persepsi kelangkaan sering digunakan sebagai strategi pemasaran untuk meningkatkan permintaan dan daya tarik produk. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Word of Mouth, Trend Fashion, dan Kelangkaan Produk terhadap Keputusan Pembelian pada produk pakaian impor bekas (thrift). Penelitian ini termasuk jenis penelitian kuantitatif. Metode pengumpulan data dalam penelitian ini adalah metode angket (kuesioner) dengan menggunakan sampel sebanyak 100 responden. Teknik pengambilan sampel dengan metode accidental sampling. Penelitian ini menggunakan metode analisis data uji regresi linier berganda dengan bantuan SPSS 26. Hasil penelitian menunjukkan bahwa word of mouth, dan kelangkaan produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian produk thrift. Sedangkan variabel trend fashion berpengaruh negatif dan signifikan terhadap keputusan pembelian. Kemudian, secara simultan, word of mouth, trend fashion, dan kelangkaan produk berpengaurh signifikan terhadap keputusan pembelian produk impor bekas (thrift) di Toko Padahal Sekon Store Pekalongan. Kata kunci: Word of Mouth, Trend Fashion, Kelangkaan Produk, Keputusan Pembelian, Pakaian Impor Bekas, Thrift. ABSTRACT Tri Sulistiorini, The Influence of Word of Mouth, Fashion Trend, and Product Scarcity on Purchasing Decisions for Used Import Clothing Products (Thrift) (Case Study of Shop Consumers Padahal Sekon Store Pekalongan) Consumer purchasing decisions are influenced by various factors, one of which is word of mouth, which plays an important role in business continuity. Positive word of mouth has been proven to be effective as a marketing strategy that can benefit brands. In addition, fashion trends also influence consumer satisfaction in purchasing products. Fashion trends not only serve as an aesthetic need but also as a tool to boost self-confidence and gain social recognition. Product scarcity is another factor that drives purchasing decisions. The perception of scarcity is often used as a marketing strategy to increase demand and product appeal. The purpose of this study is to analyze the influence of Word of Mouth, Fashion Trends, and Product Scarcity on Purchase Decisions for imported second-hand clothing (thrift). This study is a quantitative research. The data collection method used in this study is a questionnaire method with a sample size of 100 respondents. The sampling technique used is accidental sampling. This study employs multiple linear regression analysis using SPSS 26. The results of the study indicate that word of mouth and product scarcity partially have a positive and significant effect on the purchase decision of thrift products. Meanwhile, the fashion trend variable has a negative and significant effect on the purchase decision. Simultaneously, word of mouth, fashion trends, and product scarcity have a significant effect on the purchase decision of imported secondhand (thrift) products at the Pekalongan Sekon Store. Keywords: Word of Mouth, Fashion Trend, Product Scarcity, Purchase Decision, Used Import Clothing, Thrift.

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