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All Journal Iqtishoduna: Jurnal Ekonomi Islam Jurnal Ekonomika dan Bisnis Islam
Zulfa, Fina Lailiz
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Economics, Econometrics & Finance

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The Influence of Islamic Branding , Religiousity, and Fashion Trends on Islamic Fashion Purchase Decisions Fahrullah, Arasy; Zulfa, Fina Lailiz; Anwar, Moch. Khoirul; Ridlwan, Ahmad Ajib; Yasin, Ach.
IQTISHODUNA: Jurnal Ekonomi Islam Vol. 13 No. 1 (2024): April
Publisher : LPPM, Universitas Islam Syarifuddin Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54471/iqtishoduna.v13i1.1894

Abstract

This study aims to investigate the influence of Islamic branding, religiosity, and fashion trends on the purchasing decisions of Islamic fashion among students in Surabaya. The research employs a quantitative approach with multiple linear regression analysis techniques. Primary data was collected through questionnaire distribution. The research sample consisted of 100 randomly selected respondents based on specific criteria using purposive sampling techniques. The results indicate that Islamic branding and fashion trends partially influence the purchasing decisions of Islamic fashion, while religiosity does not have a partial effect on purchasing decisions. The coefficient of determination testing results show that Islamic branding, religiosity, and fashion trends collectively account for 50.2% of the variance in purchasing decisions for Islamic fashion. This study can provide insights for businesses to develop more effective marketing strategies. These findings underscore the importance of additional factors such as product quality, lifestyle, price, and the role of celebrities and influencers in future research.
PENGARUH ISLAMIC BRANDING DAN TREND FASHION TERHADAP KEPUTUSAN PEMBELIAN FASHION ISLAMI PADA MAHASISWA SURABAYA Zulfa, Fina Lailiz; Fahrullah,
Jurnal Ekonomika dan Bisnis Islam Vol 7 No 1 (2024): April
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jekobi.v7n1.p31-44

Abstract

Consumer demand for Islamic fashion products is increasing, particularly among students who care about the Islamic fashion industry that reflects the halal lifestyle. Students have a critical attitude when consuming fashion products. This study aims to determine the effect of Islamic branding and fashion trends on purchasing decisions for Islamic fashion in Surabaya students. This study uses a quantitative approach with multiple linear regression analysis techniques. The data used is primary data through distributing questionnaires. The research sample amounted to 100 respondents who were randomly selected based on certain criteria using purposive sampling technique. The results showed that Islamic branding and fashion trends partially affect Islamic fashion purchasing decisions. The results of testing the coefficient of determination obtained that Islamic branding and fashion trends have a simultaneous influence of 49.2% on Islamic fashion purchasing decisions. This research can provide insight to business people to develop more effective marketing strategies in order to achieve success in the Islamic fashion market
Co-Authors Ach. Yasin Ahmad Ajib Ridlwan A’rasy Fahrullah Fahrullah, Moch. Khoirul Anwar