Pengaruh Islamic Branding, Islamic Endorsement Dan Perceived Quality Terhadap Keputusan Pembelian Produk Prima Hijab Outfit Di Surabaya Dan Sidoarjo
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Rahmalia, Farida
Subject
658.83 - MARKET RESEARCH
Datestamp
2023-08-23 04:23:30
Abstract :
The development of the fashion industry through various social media has made people demanded the needs and fulfillment of their lifestyle in clothing. The purpose of this study was to determine the effect of Islamic branding, Islamic endorsement, and perceived quality on purchasing decisions. This model was developed and applied to Prima Hijab Outfit products in Surabaya and Sidoarjo which are consumed by Muslim women. In this study using descriptive analysis, classic assumption tests and multiple linear regression analysis supported by SPSS 25. Data were collected through a survey by distributing questionnaires administered by researchers of 110 Muslim female respondents. The sampling technique used in this study uses purposive sampling (judgment sampling). The independent variables in this study are Islamic branding, Islamic endorsement, and perceived quality. The dependent variable in this study is the purchase decision. The results of this study reveal that Islamic branding has no effect on purchasing decisions, but brand trust and halal labeling have a significant positive effect on purchasing decisions for Prima Hijab Outfit products in Surabaya and Sidoarjo. Simultaneously Islamic branding, Islamic endorsement and perceived quality have a significant positive effect on purchasing decisions for Prima Hijab Outfit products.
The development of the fashion industry through various social media has made people demanded the needs and fulfillment of their lifestyle in clothing. The purpose of this study was to determine the effect of Islamic branding, Islamic endorsement, and perceived quality on purchasing decisions. This model was developed and applied to Prima Hijab Outfit products in Surabaya and Sidoarjo which are consumed by Muslim women. In this study using descriptive analysis, classic assumption tests and multiple linear regression analysis supported by SPSS 25. Data were collected through a survey by distributing questionnaires administered by researchers of 110 Muslim female respondents. The sampling technique used in this study uses purposive sampling (judgment sampling). The independent variables in this study are Islamic branding, Islamic endorsement, and perceived quality. The dependent variable in this study is the purchase decision. The results of this study reveal that Islamic branding has no effect on purchasing decisions, but brand trust and halal labeling have a significant positive effect on purchasing decisions for Prima Hijab Outfit products in Surabaya and Sidoarjo. Simultaneously Islamic branding, Islamic endorsement and perceived quality have a significant positive effect on purchasing decisions for Prima Hijab Outfit products.
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