ANALISIS KOMPARATIF FASHION LIFESTYLE, SELF IMAGE DAN IMPULSE BUYING PAKAIAN THRIFTING PADA PASAR PAGI TUGU PAHLAWAN DAN PASAR GEMBONG SURABAYA

Abstract

The thrifting trend, namely hunting for used clothes, is currently increasing in several big cities such as the city of Surabaya. Based on preliminary research conducted by researchers in two locations, namely Tugu Palawan Pagi Market and Surabaya Gembong Market. Consumer buying interest in both regions shows that consumers are very enthusiastic about buying used clothes, but second-hand clothing sellers still do not know the factors that encourage consumers to buy used clothes so that impulse buying occurs. This research uses a quantitative research method approach. Quantitative research method is one type of research that is systematic, planned and clearly structured from the beginning to the making of the research design. The quantitative research method in this study uses comparative research. In this study, the author will try to compare several variables that are the focus of observation, namely the variables of fashion lifestyle, self image and impulse buying. Based on the results of comparative analysis using the Independent T test on the variables Fashion Lifestyle, Self Image and Impulse Buying shows that H0 is accepted and Ha is rejected, meaning that there is no significant difference in Fashion Lifestyle, Self Image and Impulse Buying in thrifting consumers Tugu Pahlawan Morning Market and Surabaya Gembong Market. For thrifting clothing business owners in Pasar Pagi Tugu Pahlawan and those in Pasar Gembong Surabaya, thrifting clothing business owners are expected to reduce imports of used clothes because this is based on the issuance of the Minister of Trade Regulation Number 40 of 2022, so that business owners are expected to sell new items that have benefit value and prestige value