ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN PAKAIAN IMPOR BEKAS (THRIFT) DI PASAR SENEN JAKARTA PUSAT

Abstract

This study aims to determine and analyze consumer behavior, driving factors, and strategies to overcome consumer behavior in the purchase of secondhand imported clothing (thrift) in Pasar Senen Central Jakarta. The background of this study is that over the past few years the habit of buying second-hand imported clothing has become a popular phenomenon among the people of Indonesia. This study uses qualitative methods. The Data used is primary data. Data collection techniques from this study are observation, interview, documentation, and triangulation using 5 informants. In data analysis techniques using data flow chart analysis and descriptive analysis. The results of this study indicate that consumer behavior in the purchase of second-hand imported clothing the higher the demand, the more affordable the price offered to consumers.The conclusion of this study is the consumer behavior in the purchase of imported clothing is very loved by consumers so that consumers are eager to buy second-hand imported clothing. Consumers feel the satisfaction of buying second-hand imported clothing, due to low and affordable prices. There are several factors that are more dominant in influencing consumer behavior, namely: social factors from reference groups and personal factors from work and economic circumstances. The strategy to overcome consumer behavior is the Ministry of trade (KemenDag) contributed to the making of the campaign and establish cooperation with publice figures with appropriate backgrounds closely related to this study, namely graduates of economics or business. Where in the making of the campaign explains what bacteria are contained in the clothes and the dangers that will be caused before trying on second-hand imported clothes (thrift).