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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Sudirman, Nur Mutmainnah
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Economics, Econometrics & Finance

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The Influence of Brand Image and Store Atmosphere on The Purchase Decision of Muslim Consumers Sudirman, Nur Mutmainnah; Jumarni; Muis, Musrini
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v6i4.5841

Abstract

This study analyzes the influence of brand image and store atmosphere on Muslim consumers' purchasing decisions at Toko Surya Indah, which operates in the midst of fierce competition with today's modern retail chains. In this context, understanding how these two factors can affect consumer behavior is crucial. This study uses a quantitative method with sampling conducted through random sampling, providing equal opportunities to every member of the population that has been determined through the Lemeshow formula, namely Muslim consumers of Toko Surya Indah.The results of the study show that both the brand image and the atmosphere of the store have a significant influence on the purchase decision of Muslim consumers. These influences are seen both individually and simultaneously, indicating that the two factors complement each other in influencing consumer behavior.
The Influence of Brand Image and Store Atmosphere on The Purchase Decision of Muslim Consumers Sudirman, Nur Mutmainnah; Jumarni; Muis, Musrini
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v6i4.5841

Abstract

This study analyzes the influence of brand image and store atmosphere on Muslim consumers' purchasing decisions at Toko Surya Indah, which operates in the midst of fierce competition with today's modern retail chains. In this context, understanding how these two factors can affect consumer behavior is crucial. This study uses a quantitative method with sampling conducted through random sampling, providing equal opportunities to every member of the population that has been determined through the Lemeshow formula, namely Muslim consumers of Toko Surya Indah.The results of the study show that both the brand image and the atmosphere of the store have a significant influence on the purchase decision of Muslim consumers. These influences are seen both individually and simultaneously, indicating that the two factors complement each other in influencing consumer behavior.
Co-Authors Jumarni Muis, Musrini