Published date: Nov 19 2024

Journal Title: KnE Social Sciences

Issue title: The 1st International Conference on Creative Design, Business and Society (1st ICCDBS) 2023

Pages: 273–288

DOI: 10.18502/kss.v9i32.17441

Handry Sudiartha Atharhandrysudiartha@gmail.comFaculty of Economics and Business, University of Mataram

Lalu Edy Herman MulyonoFaculty of Economics and Business, University of Mataram

Prayitno BasukiFaculty of Economics and Business, University of Mataram

Himawan SutantoFaculty of Economics and Business, University of Mataram

M. Jaya PutraFaculty of Economics and Business, University of Mataram

Agusdin ‎ Faculty of Economics and Business, University of Mataram

The emergence and development of second-hand clothing sales are seen as a new business opportunity. This research aims to analyze the influence of Country of Origin (COO), Country of Manufacture (COM), and brand power on the decision to buy second-hand clothing in Mataram. Quantitative research with causal methods is used. The sample consists of second-hand clothing consumers who shop at Karang Sukun Market in Mataram, and the number of respondents was 100 people. The data collection tool is a questionnaire using a 1 - 5 Likert scale. The data analysis used is a structural equation test with the SEM partial least squares (PLS) method using SmartPLS 3.0 software. The resulta of this study shos that the Country of Origin has no significant effect on purchasing decisions. On the other hand, Country of Manufacture and brand power have positive and significant effects on purchasing decisions. The findings of this research can be used as a reference for MSMEs and second-hand clothing sellers in Mataram and other areas to consider providing products from brands that have greater brand power in the minds of consumers.

Keywords: country of origin, country of manufacture, brand power, purchasing decision., thrift clothes

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