ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN HIJAB (STUDI KASUS KARYAWAN GARDA DEPAN PT ADD YOGYAKARTA)

SAKINAH NUR, NIM. 13810124 (2017) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN HIJAB (STUDI KASUS KARYAWAN GARDA DEPAN PT ADD YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Fashion is one that contributes greatly in the growth of the creative industry. Fashion has the ability to absorb labor with a high skill level workers capable controlled by society. Hijab included in the fashion product, the hijab is basically regarded as a religious behavior, but over the times then the use of the hijab are becoming popular among the people. The number of local hijab industry which is currently flourishing and many hijabers trends, makes the author interested in conducting research on the factors that influence purchasing decisions, especially in the Garda Depan PT ADD Yogyakarta. To determine the factors that influence purchasing decisions hijab, seen from the external factors, which in terms of revenue (private), social class (culture), knowledge (psychology). Garda Depan of the workers parttime (teenagers) PT ADD (PT Aseli Dagadu Djokja), which is derived from a variety of colleges with different backgrounds. This study uses quantitative methods with descriptive research type. The data used is primary data obtained from the questionnaire to 50 respondents at the vanguard of PT ADD Yogyakarta. To analyze the data obtained using multiple linear regression. While the results of the testing that has been done, factor income, social class, knowledge simultaneously influence purchasing decisions hijab at the Garda Depan of PT ADD Yogyakarta. While partial knowledge of factors influence purchasing decisions. However, income and social class factors do not affect the respondents in purchasing decisions.

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