This research investigates how consumers’ perceptions of price and product quality influence their purchasing decisions for 3Second fashion items. Utilizing a quantitative methodology, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data gathered from a sample of young buyers. The results of the structural model indicate that both price perception and quality perception exert a significant and positive effect on purchase decisions, with the influence of quality perception being more pronounced. The model’s explanatory capability is substantial, as reflected by an R² value of 0.745, signifying that the two independent variables account for 74.5% of the variance in consumer purchase behavior. Additionally, the Q² value of 0.469 affirms the model’s predictive accuracy. These outcomes underscore the vital role of consumers’ perceptions regarding fair pricing and superior product quality in shaping their purchasing behavior in the fashion sector. From a managerial standpoint, the findings emphasize the necessity for clear pricing policies and consistent quality assurance to strengthen consumer confidence and foster loyalty. Nonetheless, the research is constrained by its examination of a single brand and the use of a cross-sectional design, pointing to the need for future studies that incorporate multiple brands and longitudinal data. Overall, this study contributes meaningful insights for marketers aiming to engage with fashion-conscious youth demographics.
Peradi et al. (Tue,) studied this question.