The MUSLIM FASHION CONSUMERS AND PURCHASING DECISION

Penulis

  • Wulan Octaviani IAIN salatiga
  • Rosana Eri Puspita

DOI:

https://doi.org/10.31949/maro.v4i1.818

Abstrak

This study aims to determine how much influence product quality, sales promotion, and Islamic branding have on purchasing decisions with purchase intention as an intervening variable in the Naisha brand. The focus of this research object is the customer of the Naisha brand who has transacted online. The research method used is quantitative, with primary data obtained through distributing questionnaires and interviews. The sampling technique used purposive sampling, and the number of respondents in this study was 96 respondents. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. This study indicates that product quality, sales promotion, and Islamic branding partially and simultaneously positively and significantly affect buying interest in Naisha products. Other results indicate that the variable product quality, sales promotion, and Islamic branding positively and significantly affect purchasing decisions. The purchase intention variable has a mediating effect on other independent variables.

Kata Kunci:

brand image, product quality, promotion

Unduhan

Data unduhan belum tersedia.

Unduhan

Abstract Views : 686
Downloads Count: 696

Diterbitkan

2021-03-16

Cara Mengutip

Octaviani, W. ., & Eri Puspita, R. (2021). The MUSLIM FASHION CONSUMERS AND PURCHASING DECISION. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 4(1), 26–33. https://doi.org/10.31949/maro.v4i1.818

Terbitan

Bagian

Articles