ABSTRAK
Permintaan pakaian bekas impor di Kota Surakarta dalam beberapa tahun terakhir semakin meningkat, seiring dengan pertumbuhan pasar barang bekas impor yang semakin pesat. tren peningkatan minat beli pakaian bekar impor disebabkan adanya penurunan daya beli masyarakat tetapi ingin permanen tampil menarik dengan barang-barang branded. Tujuan penelitian ini untuk mengetahui signifikansi dalam konteks perkembangan industri pakaian bekas impor di Kota Surakarta, serta kontribusi dalam memperkaya literatur mengenai perilaku konsumen dan pengaruh kualitas serta merek produk dalam konteks pasar yang berkembang pesat. Penelitian telah dilakukan terhadap 100 responden yang kemudian diambil sampel 100 data pada masyarakat Kota Surakarta yang pernah membeli pakaian bekas melalui penyebaran kuisioner secara online melalui penyebaran kuesioner dan wawancara langsung. Metode penilitian yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukan hubungan yang positif secara simultan variabel indepeden terhadap variabel dependen. Maka dapat disimpulkan bahwa terdapat pengaruh antara kualitas produk, merek, dan tingkat pendapatan terhadap minat beli pakaian bekas impor di Kota Surakarta.

ABSTRACT
The demand for imported second-hand clothing in the city of Surakarta has increased in recent years, in line with the increasingly rapid growth of the imported second-hand goods market. The trend of increasing interest in buying imported bekar clothing is due to a decrease in people's purchasing power but they want to continue to look attractive with branded goods. The aim of this research is to determine the significance in the context of the development of the imported used clothing industry in the city of Surakarta, as well as to contribute to enriching the literature on consumer behavior and the influence of product quality and branding in the context of a rapidly developing market. Research was conducted on 100 respondents who then took a sample of 100 data from the people of Surakarta City who had bought used clothes by distributing questionnaires online through distributing questionnaires and direct interviews. The research method used is multiple linear regression analysis. The research results show a simultaneous positive relationship between the independent variable and the dependent variable. So it can be concluded that there is an influence between product quality, brand and income level on interest in buying imported used clothing in the city of Surakarta.