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All Journal Intiqad: Jurnal Agama dan Pendidikan Islam J-EBIS (Jurnal Ekonomi dan Bisnis Islam) Journal Analytica Islamica Jurisprudensi: Jurnal Ilmu Syariah, Perundang-undangan, Ekonomi Islam Ihtiyath : Jurnal Manajemen Keuangan Syariah AT-TASYRI' Jurnal Ilmiah Prodi Muamalah Al-Qadha: Jurnal Hukum Islam dan Perundang-Undangan Al-Muamalat: Jurnal Hukum dan Ekonomi Syari'ah Al Mashaadir : Jurnal Ilmu Syariah Jurnal Investasi Islam International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Tadayun: Jurnal Hukum Ekonomi Syariah Syarah: Jurnal Hukum Islam dan Ekonomi JCAIP: Journal of Contemporary Applied Islamic Philanthropy ASNAF USRATY : Journal of Islamic Family Law Jurnal Ilmiah Mahasiswa El-Wasathy: Journal of Islamic Studies Malik Al-Shalih Seuraya Jurnal Pengabdian Kepada Masyarakat
Agustinar, Agustinar
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice 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 Adlin Wan Draman, Wan Mohd Ashraf Agustinawati Al Ayyubi, Faqih Ahmad Aminullah Abd. Aziz Andi Peristiawan Anisah Lestari Asih Pertiwi Asih Pertiwi Asnita, Dessy Balqis Atikah Bayduri, Intan Dessy Asnita Dessy Asnita Dessy Asnita DEWI INDRAYANI Dwi Kurnia, Ryzka Eliza, Zulfa Fakhrizal Bin Mustafa Fuadi Ishak, Munawwar Kamal, Safwan Kumalahayati, Nur Laila Mufida Laila Mufida M. Fadli M. Yahya M. Yahya Matahari, Ladisa Oktari Maulina Ulfanur Miftahul Jannah Muallimah, Sitti Mufida, Laila Muhammad Habibi Muhammad Rinaldi MULYADI Munardi MUTHMAINNAH mutia sumarni, mutia Novika Fazriati Nur Azizah Nur Ilmi Fitria Nurjannah Pertiwi, Asih Purnama, Rahma Amelia Rafiza Zuliani Rafiza Zuliani Rahmat Hidayat rahmathdyt573@gmail.com Ramazalena, Rauzi Rianti. S, Nova Rizki Saputra Anggara Ryzka Dwi Kurnia Safwandi SALSABILA, ANNISA Siti Mu’allimah Siti Mu’allimah Sitti Muallimah Sumarni, Mutia Suyani suryani Syahyudi, Ilham Syarifah Mudrika Syarifah Mudrika Ulya, Zikriatul Wilda Khaira Yulius Dharma Zainal Abidin Ziauddin, Zulfa Eliza Zulfa Eliza Zuliani, Rafiza