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All Journal Jurnal Ekonomika Dan Bisnis
Mustofa, Mufid Habib
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Economics, Econometrics & Finance

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Exploring The Impact Of Islamic Branding On @Safiindonesia's Instagram Followers' Beauty Product Purchasing Decisions Mustofa, Mufid Habib; Munandar, Asep Nur Imam; Maharani, Ananda Putri
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 4 No. 4 (2024): Juli-Agustus
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v4i4.1933

Abstract

The purpose of this study is to ascertain how followers of Instagram account @safiindonesia are influenced by Islamic branding on cosmetic items when making purchases. The Slovin formula was utilized by the researcher to pick a sample of one hundred individuals. The research data, which were analyzed using SPSS 27.0 for Windows, led to the conclusion that Islamic branding had a major impact on consumer decisions. With a significance level of 0.05, the t-test produced a regression model significance value of 0.000. Consequently, it may be concluded that the Islamic Branding variable (X) has a significant impact on the purchasing choice (Y) when 0.000 < 0.05. The Islamic Branding variable accounts for almost 52% of the variability in followers' purchase decisions, according to the R square value of 0.529.
Co-Authors Maharani, Ananda putri Munandar, Asep Nur Imam