This study aims to determine the effect of price, product quality, and word of mouth on the purchase decision of second imported clothing for Thrift by Ard Purbalingga consumers. Samples used in this study were 110 respondents using non-probability sampling techniques. The analysis used is the F test, t test and R2 Adjusted.
Based on the F test, results of study state that price, product quality, and word of mouth simultaneously influence purchasing decisions. Based on the t test, the research shows that; (a) the price has no effect on the purchase decision. (b) product quality has a positive and significant effect on purchasing decisions. (c) word of mouth has a positive and significant effect on purchasing decisions. Based on the adjusted R2 coefficient of determination, the research shows that the influence of price, product quality, and word of mouth on purchasing decisions are 50.6%, while the remaining is 49.4%. Influenced by variables outside the research model.