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All Journal Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah
Hasna Nauvalin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Minat Beli Konsumen Raudhah Scarf Kudus: ditinjau dari Kredibilitas Brand, Islamic Advertising, dan Preferensi Konsumen Hasna Nauvalin; Danang Kurniawan
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 2 No. 3 (2024): September : Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v2i3.1249

Abstract

This research aims to determine whether the variables of brand credibility, islamic advertising, and consumer preferences have an effect on the purchasing interest of Raudhah Scarf Kudus consumers, both partially and simultaneously. This research is a field study with a quantitative approach. The population used is the community of Kudus City. The sample size taken is 100 respondents. The results of the data analysis indicate that: 1) brand credibility does not affect consumer purchase interest, as shown by the t value of 0.258 < t table 1.98498. 2) islamic advertising has an effect on consumer purchase interest with a t value of 2.429 > t table 1.98498. 3) consumer preference influences consumer purchase interest with a t value of 5.820 > t table 1.98498. 4) brand credibility, islamic advertising, and consumer preference collectively influence consumer purchase interest with an f value of 69.443 > 2.70. The result of the adjusted R square is 0.675 or 67.5%. It can be concluded that the purchasing interest of Raudhah Scarf Kudus consumers is influenced by brand credibility, islamic advertising, and consumer preferences by 67.5%. Therefore, there are still 32.5% of other variables that can affect consumer purchasing interest.
Co-Authors Danang Kurniawan, Danang