PENGARUH KONTEN MEDIA SOSIAL, VISUAL PRODUK DAN SHOPPING LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN THRIFTING

Rahma Vira; Dedi Hariyanto; Lina Budiarti

doi:10.37479/jeej.v8i3.39309

PENGARUH KONTEN MEDIA SOSIAL, VISUAL PRODUK DAN SHOPPING LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN THRIFTING

Rahma Vira, Dedi Hariyanto, Lina Budiarti

Abstract

This study aims to analyze the influence of social media content, product visuals, and shopping lifestyle on purchasing decisions for thrift products through the Instagram account @Sunday_stuff. A quantitative approach was employed with a sample of 100 respondents determined using the Lemeshow formula. Data were collected through an online questionnaire and analyzed using multiple linear regression, supported by instrument testing, classical assumption tests, F-tests, and t-tests. The findings indicate that social media content, product visuals, and shopping lifestyle have a positive and significant influence on purchasing decisions, both simultaneously and partially. Among the independent variables, social media content exerts the strongest influence on consumers’ purchasing decisions. The coefficient of determination indicates that these three variables explain 59.8% of the variation in consumer purchasing decisions. These findings suggest the importance of enhancing digital content quality, product visual presentation, and marketing strategies that align with consumer characteristics and preferences to strengthen purchasing decisions.

Keywords

Content media, product visuals, purchasing decision, shopping lifestyle, thrifting

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DOI: https://doi.org/10.37479/jeej.v8i3.39309