Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Pakaian Thrift pada Kalangan Gen Z di Kota Jambi

This study aims to analyze the partial and simultaneous effects of price perception, product quality, and brand image on thrift clothing purchasing decisions among Generation Z in Jambi City. This quantitative research with a causal-associative approach involved 100 Gen Z respondents residing in Jambi City, selected using a purposive sampling technique. Primary data were collected through questionnaires and analyzed using Multiple Linear Regression Analysis. The findings indicate that partially, price perception ( = 0.004 0.05) because Gen Z consumers prioritize functionality, comfort, and product uniqueness over brand prestige. Simultaneously, all three independent variables significantly influence purchasing decisions ( = 0.001 < 0.05), contributing 26.5% (Adjusted R Square = 0.265) to the variance in purchasing decisions, while the remaining 73.5% is influenced by other factors outside the research model.