PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB BUTTONSCARVES
THE INFLUENCE OF BRAND IMAGE ON THE DECISION TO PURCHASE HIJAB PRODUCTS ON THE BUTTONSCARVES INSTAGRAM ACCOUNT
Pesatnya pertumbuhan industri hijab di Indonesia mendorong kemunculan berbagai merk, termasuk Buttonscarves sebagai brand premium yang berhasil membangun brand image yang kuat melalui Instagram. Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap keputusan pembelian hijab Buttonscarves di kalangan pengikut akun Instagram @buttonscarves. Penelitian ini menggunakan metode kuantitatif dengan teknik survei dan purposive sampling. Sebanyak 400 responden yang telah membeli produk hijab Buttonscarves mengisi kuesioner. Data dianalisis menggunakan IBM SPSS versi 30 dengan uji validitas, reliabilitas, normalitas, korelasi, regresi linier sederhana, dan uji-t. Hasil menunjukkan brand image berpengaruh signifikan terhadap keputusan pembelian, dengan nilai R² sebesar 0,843. Artinya, 84,3% keputusan pembelian dijelaskan oleh persepsi konsumen terhadap brand image. Temuan ini menegaskan pentingnya strategi brand image melalui media sosial dalam memengaruhi perilaku konsumen. Penelitian ini memberikan kontribusi bagi pelaku industri fashion dalam merancang strategi komunikasi merk digital yang efektif untuk menjangkau konsumen Muslimah.
The rapid growth of the hijab industry in Indonesia has encouraged the emergence of various brands, including Buttonscarves as a premium brand that has succeeded in building a strong brand image through Instagram. This study aims to analyze the influence of brand image on purchasing decisions for Buttonscarves hijab among followers of the Instagram account @buttonscarves. This study uses a quantitative method with survey and purposive sampling techniques. A total of 400 respondents who have purchased Buttonscarves hijab products filled out a questionnaire. The data were analyzed using IBM SPSS version 30 with validity, reliability, normality, correlation, simple linear regression, and t-test tests. The results showed that brand image had a significant effect on purchasing decisions, with an R² value of 0.843. This means that 84.3% of purchasing decisions are explained by consumer perceptions of brand image. This finding emphasizes the importance of brand image strategy through social media in influencing consumer behavior. This study contributes to fashion industry players in designing effective digital brand communication strategies to reach Muslim consumers.