Pengaruh Strategi Pemasaran Islami Terhadap Keputusan Pembelian Thrifting di Instagram pada Masyarakat Surabaya

The Influence of Islamic Marketing Strategy on Thrifting Purchase Decisions on Instagram on the Surabaya Community

Tujuan adanya penelitian yakni pengaruh strategi pemasaran islami terhadap keputusan pembelian thrifting di instagram pada masyarakat surabaya. Pendekatan penelitian yaitu kuantitatif. Variabel yang digunakan yakni strategi pemasaran islami (X) dan keputusan pembelian (Y). Populasi yang digunakan yakni masyarakat Surabaya yang berminat terhadap thrifting, dengan teknik pengambilan sampel menggunakan purposive sampling, lalu populasi dihitung menggunakan rumus solvin untuk menentukan jumlah sampel. Menggunakan data sekunder dan data priimer dengan teknik pengumpulan data menggunakan google formulir dan jawaban responden di ukur menggunakan skala likert. Kebaikan kuesioner diuji menggunakn uji validitas dan reliabilitas. penelitian ini menghasilkan strategi pemasaran Islami signifikan dan berpengaruh positif terhadap keputusan pembelian thrifting. Nilai koefisien determinasi (R2 ) yaitu 0,764 yang berarti variabel strategi pemasaran islami memiliki presentase pengaruh 76,4% terhadap keputusan pembelian thrifting di instagram pada masyarakat Surabaya.

The purpose of this research is the influence of Islamic marketing strategies on purchasing decisions on Instagram thrifting in the Surabaya community. The research approach is quantitative. The variables used are Islamic marketing strategy (X) and purchasing decisions (Y). The population used is the people of Surabaya who are interested in thrifting, with the sampling technique using purposive sampling, then the population is calculated using the solving formula to determine the number of samples. Using secondary data and primary data with data collection techniques using google forms and respondents' answers were measured using a Likert scale. The goodness of the questionnaire was tested using validity and reliability tests. This study produces a significant Islamic marketing strategy and has a positive effect on thrifting purchasing decisions. The coefficient of determination (R2) is 0.764, which means that the Islamic marketing strategy variable has a 76.4% percentage of influence on thrifting purchasing decisions on Instagram in the people of Surabaya.