Page :27 - 43 E-ISSN : 2721-298X DOI: https://doi.org/10.33830/tjeb.v1i2 27 THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS ON THRIFT CLOTHES AT SHABIRA STORE, TULANG BAWANG REGENCY Annisa Safitri Malik 1 , Afrida Jayanti 2 , Vicky F Sanjaya 3 Sharia Business Management Study Program, UIN Raden Intan Lampung E-mail: annisasafitrim@gmail.com 1 , afridajayanti90@gmail.com 2 , vicky@radenintan.ac.id 3 Abstract: The purpose of this study was to determine the effect of price and product quality on purchasing decisions. The subject used in this study is a picture of a secondhand shop from the Shabira Store, Tulang Bawang Regency. The method used is a questionnaire instrument, the sample used is consumers at the Shabira Store, Tulang Bawang Regency, totaling 66 respondents. The statistical test used is PLS-based Structural Equation Modeling. Validity test using Factor Loading then Reliability Test using Cronbach'c Alpha, Composite Reliability and Average Variance Extracted (AVE) values. Thus, all the results of the index items used in this study are valid and reliable, thus. Keywords: price, product quality, and purchasing decisions 1. INTRODUCTION The result of an open market is that global business competition is getting tougher. This increasingly fierce competition requires business actors to be able to maximize the performance of their companies in order to be able to compete in the market competitively, both using domestic companies and using foreign companies. The company must try hard to investigate and know the needs and virtual of its customers. By knowing the needs, dreams and demands of consumers, it will provide important input for companies to design marketing management strategies to be able to create satisfaction for their customers. (Kotler and Armstrong). One business or business that is also experiencing intense competition at this time is the clothing sales business. The increasingly fierce competition is marked by the increasing number of foreign brands appearing in Tulang Bawang Regency. The services and prices offered also vary, their use will be a distinct advantage for each company or commercial agent. This leads the owner or market manager to create the art of management so that they are able to compete and excel compared to their