Product Quality and Price Effects on Local Clothing Purchase Decisions: Evidence from Post-Thrift Enforcement Indonesia
Keywords:
Product quality, Product price, Purchasing decision, Local clothing, Thrift import ban, Consumer behaviorAbstract
The global proliferation of secondhand clothing imports has significantly disrupted domestic textile industries in developing economies, prompting regulatory interventions to protect local manufacturing sectors. Despite Indonesia's comprehensive ban on thrift imports since 2014 with intensified enforcement under Ministry of Trade Regulation Number 18 of 2021, empirical evidence regarding consumer purchasing behavior adaptation toward local alternatives remains limited, with prior studies reporting inconsistent quality-price-purchasing relationships across market contexts. This study examines the effects of product quality and product price on local clothing purchasing decisions following renewed thrift import enforcement. Employing a quantitative cross-sectional design, primary data were collected from 62 university students at Universitas Prof. Dr. Moestopo (Beragama), Jakarta, between March–July 2025, selected through proportionate stratified random sampling and analyzed using multiple linear regression. Findings reveal that product quality and product price positively and significantly influence purchasing decisions both individually and simultaneously, with these variables jointly explaining 65.7% variance in consumer purchase behavior. This study extends consumer decision-making theory to enforcement-intensified market contexts while providing evidence-based guidance for local manufacturers seeking to capitalize on post-enforcement market opportunities through quality enhancement and competitive pricing strategies.
References
Badan Pusat Statistik (BPS). (2020). Indeks Produksi Triwulanan Industri Manufaktur 2020 (Statistical table). https://www.bps.go.id/id/statistics-table/2/MjUxMiMy/indeks-produksi-triwulanan-industri-manufaktur-2020.html
Badan Pusat Statistik (BPS). (2021). Perkembangan Indeks Produksi Industri Manufaktur 2020. https://www.bps.go.id/id/publication/2021/04/06/cb7c7ef0e892b4baf961a9f6/perkembangan-indeks-produksi-industri-manufaktur-2020.html
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Routledge. https://doi.org/10.4324/9780203771587
Dewi, J. W., & Sutrisna, E. (2024). Pengaruh kualitas produk dan penetapan harga terhadap keputusan pembelian pada distro Kaos Miko Dumai. Journal of Education Business. https://jurnal.kdi.or.id/index.php/eb/article/view/1071/644
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1086/208567
Dewan Perwakilan Rakyat Republik Indonesia (DPR RI), P3DI. (2023). Isu sepekan: Larangan impor pakaian bekas. https://berkas.dpr.go.id/pusaka/files/isu_sepekan/Isu%20Sepekan---III-PUSLIT-Maret-2023-189.pdf
Dewan Perwakilan Rakyat Republik Indonesia (DPR RI), P3DI. (2024). Info singkat: Penanganan pelanggaran larangan impor pakaian bekas. https://berkas.dpr.go.id/pusaka/files/info_singkat/Info%20Singkat-XVI-5-I-P3DI-Maret-2024-1953.pdf
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE Publications. ISBN: 978-1526419514. https://books.google.com/books/about/Discovering_Statistics_Using_IBM_SPSS_St.html?hl=id&id=JIrutAEACAAJ&utm_source=chatgpt.com
Glejser, H. (1969). A new test for heteroskedasticity. Journal of the American Statistical Association, 64(325), 316–323. https://doi.org/10.1080/01621459.1969.10501076
Haque, M. (2020). Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen pada PT Multitama Diamonds. E-Mabis: Jurnal Manajemen Bisnis Ekonomi, 21(1), 31–38. https://doi.org/10.29103/e-mabis.v21i1.476
Hasim, A., & Solihin, D. (2024). Pengaruh kualitas produk dan harga terhadap keputusan pembelian pada PT Laukita Bersama Indonesia. Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen), 4(1), 232–246. https://doi.org/10.32493/jism.v4i1.38277
Israel, G. D. (1992). Determining sample size (Fact Sheet PEOD-6). University of Florida IFAS Extension. https://edis.ifas.ufl.edu/publication/PD006
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson. https://www.pearson.com/en-us/subject-catalog/p/principles-of-marketing/P200000003328
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000003395
Likert, R. (1932). A technique for the measurement of attitudes (Archives of Psychology, No. 140). https://archive.org/details/techniquemeasure00like
Massey, F. J. (1951). The Kolmogorov–Smirnov test for goodness of fit. Journal of the American Statistical Association, 46(253), 68–78. https://doi.org/10.1080/01621459.1951.10500769
O’Brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & Quantity, 41, 673–690. https://doi.org/10.1007/s11135-006-9018-6
Ong, G. M., & Pratminingsih, S. A. (2025). The influence of product quality, price, and advertising on TikTok on purchase decisions of local fashion brand Roughneck products on the TikTok Shop application. Jurnal Ekonomi Manajemen Sistem Informasi, 6(4), 2245–2254. https://www.researchgate.net/publication/389922573_Pengaruh_Kualitas_Produk_Harga_dan_Iklan_Di_Tiktok_Terhadap_Keputusan_Pembelian_Produk_Fashion_Brand_Lokal_Roughneck_Pada_Aplikasi_Tiktok_Shop)
Patmala, R., Gusteti, Y., & Resty, F. (2022). Pengaruh kualitas produk, harga, dan word of mouth (WOM) terhadap keputusan pembelian pada butik di Kecamatan Koto Salak (studi kasus pada wanita di Kecamatan Koto Salak). Jurnal Sinar Manajemen, 9(3), 472–481. https://jurnal.unismuhpalu.ac.id/index.php/JSM/article/download/2878/2463
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Putri, D. H. M., Syarief, N., & Ruhjatini, D. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian produk fashion brand lokal di kalangan Generasi Z. Business Management, Economic, and Accounting National Seminar, 2(1), 766–780. https://ejurnal.seminar-id.com/index.php/jbe/article/view/7140
Qurrotaayun, N., Izzaty, N. F., Masruchin, ..., & Wulansari, R. (2024). Should thrifting be banned? The relationship between import of used clothing and waste of domestic clothing product. Jurnal Pendidikan Tambusai, 8(1). https://doi.org/10.31004/jptam.v8i1.12557
Radika, A. (2022). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian merek Erigo di Kab. Gresik. GEMAH RIPAH: Jurnal Bisnis, 2(1), 43–59. https://aksiologi.org/index.php/gemahripah/article/view/229
Republic of Indonesia. (2014). Law of the Republic of Indonesia Number 7 of 2014 on Trade. https://www.bwcimplementation.org/sites/default/files/documents/RI%20Law%20No.%207%20Year%202014%20On%20Trade%20%28ENG%29_0.pdf
Republic of Indonesia, Ministry of Trade. (2021). Regulation of the Minister of Trade of the Republic of Indonesia Number 18 of 2021 concerning Prohibited Export Goods and Prohibited Import Goods. https://peraturan.bpk.go.id/Download/263635/Permendag%20Nomor%2018%20Tahun%202021.pdf
Republic of Indonesia, Ministry of Trade. (2022). Regulation of the Minister of Trade of the Republic of Indonesia Number 40 of 2022 concerning Amendment to Regulation Number 18 of 2021 on Prohibited Export Goods and Prohibited Import Goods. https://peraturan.bpk.go.id/Download/269406/Permendag%20Nomor%2040%20Tahun%202022.pdf
Saraswati, M. L., Pradhanawati, A., & Hidayat, W. (2015). Pengaruh desain produk, kualitas produk, dan harga terhadap keputusan pembelian pada Kampung Batik Wiradesa, Kabupaten Pekalongan. Jurnal Ilmu Administrasi Bisnis, 4(2), 137–146. https://doi.org/10.14710/jiab.2015.8227
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1397465
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53–55. https://doi.org/10.5116/ijme.4dfb.8dfd
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper & Row. https://www.gbv.de/dms/zbw/252930333.pdf
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Watriningsih, Yasmine Firdausi, Yudhistira Adwimurti, Sabar Pardamean Lumbantobing
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
