Pengaruh Trend Fashion, Pendapatan, Harga, dan Kualitas Produk terhadap Permintaan Produk Pakaian Thrifting di Pasar Gedebage Kota Bandung

Abstract.Thrifting involves finding and purchasing used goods at low prices, in good quality, and in trendy or fashionable styles. However, given that Indonesia is still a developing country, with a majority of its population having relatively low incomes, this makes it difficult for them to afford brand-name clothing in new condition. Therefore, Indonesians engage in thrifting to save money, as thrifted products tend to be priced significantly lower than market prices. This study aims to test and analyze whether fashion trends, income, prices, and product quality influence the demand for thrifting clothing products at Gedebage Market, Bandung City. Both the influence is partial and simultaneous. This type of research is quantitative research, the population in this study is all consumers or buyers of thrifting clothing who have made purchases at Gedebage Market, Bandung City. With a sample of 100 respondents and sampling using purposive sampling techniques and using the Cochran formula. The data collection technique uses a questionnaire via Google Form with a Likert scale calculation of 1-4, and analyzed using Eviews Software version 10. The results of the study show that the variables of fashion trends, income, and prices have a positive and significant effect on the demand for thrifting clothing products in Gedebage Market, Bandung City, this is evidenced by the results of the partial analysis test (t-Statistics Test> t-Table and Prob. value (significance) <5% or 0.05 significance value). Meanwhile, the variables of fashion trends, income, price, and product quality together have a positive and significant effect on the demand for thrifting clothing products at Gedebage Market, Bandung City, this is proven by the results of the simultaneous analysis test. Abstrak.Thrifting adalah mencari dan membeli barang bekas, dengan harga yang murah serta kualitas yang masih bagus atau baik dan model pakaian yang sedang tren atau fashionable. Namun, mengingat Indonesia masih tergolong negara berkembang dengan sebagian besar masyarakat memiliki tingkat pendapatan yang relatif rendah, maka hal ini yang menjadikan mereka sulit menggunakan pakaian yang bermerek dengan kondisi baru. Sehingga masyarakat Indonesia melakukan kegiatan thrifting ialah untuk penghematan, karena produk thrifing cenderung memiliki harga yang jauh lebih rendah dari harga pasar. Hasil Penelitian menunjukkan variabel trend fashion, pendapatan, dan harga, berpengaruh positif dan signifikan terhadap permintaan produk pakaian thrifting di Pasar Gedebage Kota Bandung, hal tersebut dibuktikan dengan hasil uji analisis parsial (Uji t-Statitsik > t-Tabel dan nilai probabilitas (siginifikansi) < nilai signifikansi 5% atau 0,05). Sedangkan variabel trend fashion, pendapatan, harga, dan kualitas produk secara bersama-sama berpengaruh positif dan signifikan terhadap permintaan produk pakaian thrifting di Pasar Gedebage Kota Bandung, hal tersebut dibuktikan dengan hasil uji analisis simultan.