PENGARUH KUALITAS PRODUK TERHADAP MINAT BELI DENGAN PROMOSI SOSIAL MEDIA SEBAGAI MODERASI (Studi Pada Pembeli Pakaian Bekas Di Thrift Shop Mega Store)

This research was conducted to examine the effect of product quality on purchase interest with social media promotion as a moderation for buyers of second-hand clothes. Data were collected using a questionnaire involving 96 respondents who had purchased clothing at MegaStore. The sampling technique used was purposive sampling, with respondents selected randomly. Multiple linear regression analysis was used to see the effect of independent variables on the dependent variable. The results indicate that product quality has a positive effect on purchase interest, while social media promotion has a negative effect, and media promotion does not moderate the relationship between product quality and purchase interest. The better the quality of the prod-ucts offered, the higher the buying interest, and conversely, the more aggressive the media pro-motions are, it does not mean that consumers become more interested in buying, and social media does not play a role in strengthening the product quality against buying interest. This finding provides insights for thrift business practitioners in optimizing product quality. This research also adds to the literature on consumer behavior in the thrift sector.