The Effect of Price, Product Quality, and Location on Clothing Purchase Decisions at Moodzy Store Samarinda

Abstract

Fashion trends in local brands in Indonesia are currently known to be increasingly widespread and in demand among young people. Moodzy store is one of the local fashion brands in Samarinda that offers fashion products at affordable prices for young people, so it is hoped that it can increase purchasing decisions. Purchasing decisions can also be influenced by price, product quality and location. This research aims to determine the influence of price, product quality and location on purchasing decisions at Moodzy Store Samarinda. The research method used is quantitative research with a causal comparative approach. The population in this study were Moodzy Store Samarinda consumers, and the research sample was obtained from 100 respondents using a purposive sampling technique. Data collection was carried out using a questionnaire instrument sheet. The data analysis technique is carried out using quantitative analysis which includes descriptive analysis and multiple linear regression analysis. The research results show (1) price does not have a significant effect on purchasing decisions, (2) product quality partially has a significant effect on purchasing decisions, (3) location partially has a significant effect on purchasing decisions, (4) simultaneously price variables, Product quality and location have a significant influence on purchasing decisions for Moodzy store Samarinda products.