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.

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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.

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Jeihan Ali Azhar, S. Si.,M.E.I
Uncontrolled Keywords: Merek, Kelompok Referensi, Keputusan Pembelian
Subjects: Ekonomi Syariah
Masyarakat Islam
Divisions: Fakultas Ekonomi dan Bisnis Islam > Ekonomi Syariah (S2)
Depositing User: Muh Khabib, SIP.
Date Deposited: 06 Feb 2023 08:51
Last Modified: 06 Feb 2023 08:51
URI: http://digilib.uin-suka.ac.id/id/eprint/55870

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