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All Journal Trikonomika: Jurnal Ekonomi Jurnal Ad'ministrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran Journal of Educational Science and Technology AdBispreneur International Journal of Artificial Intelligence Research IJBE (Integrated Journal of Business and Economics) Jurnal Office Ekono Insentif Jurnal Soshum Insentif Majalah Ilmiah UNIKOM Jurnal Manajemen Informatika Jurnal Pengabdian Dharma Laksana International Journal of Economics Development Research (IJEDR) PINISI Discretion Review International Journal of Educational Administration, Management, and Leadership Jurnal Ekonomi Efektif Jurnal PkM (Pengabdian kepada Masyarakat) Jurnal Ad'ministrare Jurnal Riset Multidisiplin Edukasi
Dadang Munandar
Universitas Wanita Internasional
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA UMAYA HIJAB STORE DI KOTA BANDUNG Sabila Azzahra Rahmani; Dadang Munandar
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 9 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi September 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i9.989

Abstract

The Muslim fashion industry in Indonesia has grown rapidly, particularly in Bandung, which has become a hub for local hijab brands. However, Umaya Hijab Store faces challenges such as intense competition, fluctuating demand, and declining sales, making consumer retention a concern. This study aims to examine the influence of price and lifestyle on consumer purchasing decisions at Umaya Hijab Store Bandung. A quantitative method with descriptive and verification analysis was applied. The sample consisted of 88 respondents selected through purposive sampling, namely consumers who had purchased at the store. Data were analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with SPSS software. The findings reveal that price has a positive and significant effect on purchasing decisions (p = 0.007 < 0.05), and lifestyle also has a positive and significant effect (p = 0.000 < 0.05). Simultaneously, both variables significantly influence purchasing decisions (p = 0.000) with an R² value of 60.7%. This study highlights the importance of competitive pricing strategies and understanding consumer lifestyles to strengthen purchasing decisions.
Co-Authors Ananda, Fajar Rezeki Banyu Saputra Denok Sunarsi Dewi Indriani Jusuf Diah Pudjiastuti Jasmani Jasmani Kartika Indah Permanasari Magdalena Karismariyanti Manan Sailan Marliana Budhinigtias Winantia Marliana Budhiningtias Winanti Marliana Budhiningtias Winanti Mohsin Mohsin Mulyadi Suhardi Nabiha Khan Nasib Nina Kurnia Hikmawati R. Amalina Dewi Kumalasari Rangga Sidik Sabila Azzahra Rahmani Syahrul Mauluddin Syahrul Mauluddin Syaifuddin Syaifuddin Umi Narimawati Umi Narimawati Wentri Merdiani Yusniar Lubis