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All Journal Analisa: Jurnal Manajemen dan Akuntansi
Hesti Dhea Ayunda Sari Sari
Universitas Muhammadiyah Lamongan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE, KUALITAS PRODUK, DAN PROMOSI PADA TOKO DUNIA HIJAB LAMONGAN Hesti Dhea Ayunda Sari Sari; Noer Rafikah Zulyanti; Rudi Wibowo
ANALISA : JURNAL MANAJEMEN DAN AKUNTANSI Vol 14 No 2 (2026): Agustus 2026
Publisher : Fakultas Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62734/analisa.v14i2.1088

Abstract

This study aims to analyze the influence of Brand Image, product quality, and promotion on purchasing decisions at Dunia Hijab Store Lamongan. This study employed a quantitative approach involving 100 respondents who were consumers of Dunia Hijab Store Lamongan. The data were analyzed to examine the partial effects of each independent variable on purchasing decisions. The results indicate that product quality and promotion have a positive and significant effect on purchasing decisions, while Brand Image does not have a significant effect on purchasing decisions. These findings indicate that consumers’ purchasing decisions at Dunia Hijab Store Lamongan are influenced more strongly by factors directly related to the benefits and purchasing experience, particularly product quality and the attractiveness of promotional activities. The characteristics of the respondents, who were predominantly young women and university students, further indicate that consumers in this segment tend to consider product quality, variety of offerings, and attractive and relevant promotional strategies when making purchasing decisions. Therefore, maintaining product quality and developing promotional strategies that are attractive, communicative, and aligned with consumer characteristics should be important considerations for Dunia Hijab Store Lamongan in increasing consumers’ purchasing decisions.
Co-Authors Noer Rafikah Zulyanti Rudi Wibowo