The Influence of Brand Image, Brand Reputation on Purchase Decision of Thrift Clothing with Purchase Media Intention Towards Young People In Yogyakarta

This research was conducted in Yogyakarta, aiming to analyze the influence of brand image and brand reputation on the purchase decision of thrift clothing with media purchase intention towards young people in Yogyakarta. This research is quantitative. The population in this study was young people in Yogyakarta, and the sample used was 130 respondents using a purposive sampling technique. The criteria for respondents in the sampling were consumers who had bought thrift clothing, were domiciled in the city of Yogyakarta, and were 17 years old and over. The data collection technique used in this study was a questionnaire. The data analysis technique used the Classical Assumption Test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, T-test, F test, determination coefficient test, and Sobel test. The results of this study indicate that brand image significantly affects clothing purchasing decisions for thrift youth in Yogyakarta. Brand reputation significantly affects the purchase decision of thrift clothing youth in Yogyakarta. Purchase Intention significantly affects the purchase decision of thrift clothing youth in Yogyakarta.