The Effect of Price Perception, Brand Preference, and Social Media on Thrift Clothing Purchase Decisions among Generation Z

Authors

  • Ahmad nurudin Universitas Islam Lamongan
  • Mohammad Yaskun Univesitas Islam Lamongan
  • Emalia Nova Sustyorini Univesitas Islam Lamongan
  • Henny Mahmudah Univesitas Islam Lamongan

Keywords:

Quality, Marketing Digitalization,, Purchase Decision, Customer Satisfaction, SRC Store.

Abstract

This study aims to analyze the influence of service quality and marketing digitalization on consumer purchase decisions, with customer satisfaction acting as a mediating variable at SRC (Sampoerna Retail Community) stores in Sugio District, Lamongan Regency. The research method applied is causal quantitative. Data collection was conducted through online questionnaires via Google Forms utilizing a 1–5 Likert Scale. The research population consisted of 158 customers, and by applying the Slovin formula with a 10% margin of error, a sample size of 95 respondents was determined using a random sampling technique. The gathered data were statistically analyzed to examine both direct and indirect relationships between variables. The results are expected to provide theoretical contributions regarding hybrid marketing strategies and practical contributions for rural retail MSMEs to enhance competitiveness

Author Biographies

Mohammad Yaskun, Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Emalia Nova Sustyorini, Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Henny Mahmudah , Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

References

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Published

2026-09-20

How to Cite

nurudin, A., Yaskun, M., Nova Sustyorini, E., & Mahmudah , H. (2026). The Effect of Price Perception, Brand Preference, and Social Media on Thrift Clothing Purchase Decisions among Generation Z. JEKMA (Jurnal Ekonomi Mahasiswa), 4(1), 82–91. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2860

Issue

Vol. 4 No. 1 (2026): Jurnal Ekonomi Mahasiswa (JEKMA)

Section

Artikel

License

Copyright (c) 2026 Ahmad nurudin, Mohammad Yaskun, Emalia Nova Sustyorini, Henny Mahmudah

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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