LIFESTYLE AND PRICE PERCEPTION EFFECTS ON YOUTH THRIFTING PURCHASE DECISIONS AT L21 SHOP, CIREBON

Authors

  • Chaterin Aulia Virginia Sekolah Tinggi Ilmu Ekonomi Cirebon
  • Bambang Sumardi Sekolah Tinggi Ilmu Ekonomi Cirebon
  • Winda Dwi Yanthi Sekolah Tinggi Ilmu Ekonomi Cirebon

DOI:

https://doi.org/10.58468/pmr.v1i2.211

Keywords:

Lifestyle, Price perception, Purchase decision, Thrifting, Youth consumers

Abstract

Purpose: To examine the effects of lifestyle and price perception on youth purchase decisions for imported second-hand clothing (thrifting) at L21 Shop, Cirebon Regency, Indonesia.

Research Methodology: Quantitative survey; purposive sampling; 100 respondents aged 16–30 who have purchased from L21 Shop; questionnaire; data analysis using SPSS with descriptive statistics, classical assumption tests (Kolmogorov-Smirnov normality), and multiple linear regression.

Results: Lifestyle and price perception show significant positive effects on purchase decisions, both individually and jointly.

Limitations: Single-store, cross-sectional design with non-probability sampling and self-reported measures may limit generalizability.

Contribution: Provides evidence for thrift retail marketing and consumer behavior studies; offers practical guidance for SME thrift stores to align product selection and pricing with youth lifestyle trends.

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Published

2025-12-30

Issue

Vol. 1 No. 2 (2025): PATEMON: Multidisciplinary Research

Section

Articles