TY  - THES
N1  - Dra. Marfu?ah Sri Sanityastuti, M.Si
ID  - digilib48418
UR  - https://digilib.uin-suka.ac.id/id/eprint/48418/
A1  - Muhammad Hikam Maulana, NIM. 17107030114
Y1  - 2021/12/01/
N2  - In the current era of globalization we are faced with the phenomenon of a consumptive society towards new goods in terms of clothing. Not realized a phenomenon that is not easy to eliminate the impact on the surrounding environment. Because by pilling up the production of unsold clothes caused in the burning of clothing stock that detrimental and have a negative impact on the surrounding ecosystem.
This study aims to determine the effect of product knowledge and lifestyle on the purchase decision of thrift clothing (study on followers Instagram of @storerds). This research is an explanatory research by used a quantitative approach by data collection techniques using the questionnaire method. The method of this study used simple random sampling. The data analysis technique used multiple linier regression. The phenomenon of this study was analyzed using the theory of consumer behaviour. The results show that product knowledge and lifestyle have an influece on clothing purchase decisions either individually (partial) or simultaneously. With the power or ability to influence 42,5%.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Product knowledge
KW  -  lifestyle
KW  -  purchase decisions
KW  -  fashion
KW  -  thrifting
KW  -  consumer behaviour
KW  -  marketing communication
M1  - skripsi
TI  - PENGARUH PRODUCT KNOWLEDGE & GAYA HIDUP PENGIKUT AKUN INSTAGRAM @STORERDS TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN THRIFT.
AV  - restricted
EP  - 127
ER  -