Pengaruh Islamic Branding, Religiusitas, dan Trend Fashion terhadap Keputusan Pembelian Fashion Islami pada Mahasiswa Surabaya
The Influence of Islamic Branding, Religiosity, and Fashion Trend on Purchasing Decisions of Islamic Fashion for Surabaya Students
Penelitian ini bertujuan untuk mengetahui pengaruh
Islamic branding, religiusitas, dan trend fashion terhadap keputusan
pembelian fashion Islami pada mahasiswa Surabaya. Penelitian ini
menggunakan pendekatan kuantitatif dengan teknik analisis
regresi linier berganda. Data yang digunakan merupakan data
primer melalui penyebaran kuisioner. Sampel penelitian
berjumlah 100 responden yang dipilih secara acak berdasarkan
kriteria tertentu menggunakan teknik purposive sampling. Hasil
penelitian menunjukkan bahwa Islamic branding dan trend fashion
secara parsial berpengaruh terhadap keputusan pembelian fashion
Islami. Sedangkan religiusitas secara parsial tidak berpengaruh
terhadap keputusan pembelian fashion Islami. Hasil pengujian
koefisien determinasi diperoleh bahwa Islamic branding,
religiusitas, dan trend fashion memiliki pengaruh secara simultan
sebesar 50,2% terhadap keputusan pembelian fashion Islami.
Penelitian ini dapat memberikan wawasan kepada pelaku usaha
untuk mengembangkan strategi pemasaran yang lebih efektif.
This study aims to determine the effect of Islamic branding,
religiosity, and fashion trends on purchasing decisions for Islamic fashion
in Surabaya students. This study uses a quantitative approach with
multiple linear regression analysis techniques. The data used is primary
data through distributing questionnaires. The research sample amounted
to 100 respondents who were randomly selected based on certain criteria
using purposive sampling technique. The results showed that Islamic
branding and fashion trends partially affect Islamic fashion purchasing
decisions. While religiosity partially has no effect on purchasing decisions
for Islamic fashion. The results of testing the coefficient of determination
obtained that Islamic branding, religiosity, and fashion trends have a
simultaneous influence of 50.2% on Islamic fashion purchasing decisions.
This research can provide insight to business people to develop more
effective marketing strategies.