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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan kawanad
Munardi
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Social Sciences Other

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THE EFFECT OF RELIGIOSITY AND BRAND LOYALTY ON PURCHASE DECISIONS (Case Study at Aurel Hijab Shop in Lhokseumawe City) Wilda Khaira; Yulius Dharma; Fuadi; Agustinar; Munardi
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1617

Abstract

This study aims to analyze the influence of religiosity and brand loyalty on consumer purchasing decisions at the Aurel Hijab Store in Lhokseumawe City. This study uses a quantitative approach with a survey method. The research population is consumers of the Aurel Hijab Store, with a sample size of 100 respondents determined using the Lemeshow formula and convenience sampling techniques. Data collection was carried out through a structured questionnaire with a Likert scale, then analyzed using the Statistical Package for the Social Sciences (SPSS) program through multiple linear regression analysis. The results of the study indicate that partially religiosity (X1) has a positive and significant effect on purchasing decisions (Y), as evidenced by a t-test with a significance value smaller than 0.05. This indicates that the higher the level of consumer religiosity, the stronger their tendency to make decisions to purchase hijab products that are in line with Islamic values. Furthermore, brand loyalty (X2) also has a positive and significant effect on purchasing decisions (Y) based on the t-test results, which indicates that consumer loyalty to the brand encourages repeat purchases and product recommendations. Simultaneously, the F-test results show that religiosity and brand loyalty together have a positive and significant effect on purchasing decisions. The coefficient of determination (R²) value of 76.4% indicates that variations in purchasing decisions can be explained by religiosity and brand loyalty, while the rest is influenced by other variables outside the research model. This finding confirms that consumer purchasing decisions for hijab are not only determined by brand loyalty, but also by the suitability of the product with the religious values held by consumers.
Co-Authors Adnan Agustinar, Agustinar Agustinawati Aiyub Arliansyah Azhar Cut Putri Mellita Sari Falahuddin Fanny Nailufar Fuadi Hanif Ichsan Ichsan Ichsan Khairisma, Khairisma Maisyura Muhammad Hafizh Muhammad Roni Mukhlish Muhammad Nur Rizkia, Rini Tarisa Zikria Maghfira Wilda Khaira Yoesrizal Muhammad Yoesoef Yulius Dharma