DETERMINAN KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI DENGAN KELOMPOK REFERENSI SEBAGAI VARIABEL MODERASI

Laelani Rukmana, NIM.: 20208012005 (2022) DETERMINAN KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI DENGAN KELOMPOK REFERENSI SEBAGAI VARIABEL MODERASI. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (DETERMINAN KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI DENGAN KELOMPOK REFERENSI SEBAGAI VARIABEL MODERASI) 20208012005_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (4MB) | Preview
	Text (DETERMINAN KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI DENGAN KELOMPOK REFERENSI SEBAGAI VARIABEL MODERASI) 20208012005_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (6MB) | Request a copy

Abstract

The main purpose of this study is to analyze and explore the phenomenon of how Rabbani Muslim clothing has become very popular among people in big cities, especially on the island of Java, as well as to determine the relationship between brand awareness, brand associations, brand loyalty, perceived quality and brand image in decision making. purchase of Muslim Rabbani clothing. This study uses a quantitative approach with primary data. Data were obtained through questionnaires distributed to millennial generation respondents living in all provinces of Java with a total of 400. The data analysis tool used in this study was SEM (Structural Equation Model) with the help of SmartPLS software version 3.0. The results of this study indicate that the variables of brand loyalty and brand image have a positive and significant effect on purchasing decisions for Rabbani Muslim clothing. while the variables of brand awareness, brand association and perceived quality have no significant effect on purchasing decisions of Muslim Rabbani clothing. Then the brand image variable has a positive and significant effect on the purchasing decision of Rabbani Muslim clothing through a reference group. Meanwhile, the variables of brand awareness, brand association, brand loyalty and perceived quality have no significant effect on the purchasing decision of Rabbani Muslim clothing through the reference group. The findings of this study are expected to be useful for related parties, especially CV Rabbani in order to continue to improve and maintain the factors that influence consumer purchasing decisions.

Share this knowledge with your friends :

Actions (login required)

View Item