Influence of Lifestyle, Brand Image, Price, and Reference Groups on the Decision to buy Hijab Zoya Products by Students of the Faculty of Economics and Business Sharia, Jember State Islamic

HIKMATUL, MAZIDAH (2019) Influence of Lifestyle, Brand Image, Price, and Reference Groups on the Decision to buy Hijab Zoya Products by Students of the Faculty of Economics and Business Sharia, Jember State Islamic. Undergraduate thesis, Pendidikan agama islam pascasarjana.

Text Hikmatul Mazidah_0839216023.pdf Download (5MB)

Abstract

Hikmatul Mazidah. 2018. Influence of Lifestyle, Brand Image, Price, and Reference Groups on the Decision to buy Hijab Zoya Products by Students of the Faculty of Economics and Business Sharia, Jember State Islamic Institute. Thesis. Study Program of Islamic Economics Master Degree of Jember State Islamic Institute. Supervisor I: Dr, Imam Suroso, SE, MM Supervisor II: Dr. H. Abdul Nafis, Lc, M.Ei Keywords: Lifestyle, Brand Image, Price, Reference Group, Buying Decision. Fashion is a part of daily life that cannot be separated in terms of appearance. Hijab is one of the fasion products, so that the designs, materials, and colors become more varied and become one of the considerations of consumers when buy a hijab. The Jember community is a community that follows the development of fashion, especially among students. The daily life of students is influenced by several things, such as daily activities that require hijab.The right hijab is very important for students who need a comfortable hijab to meet their needs and improve their appearances. Zoya portrays itself as a quality hijab brand, lifestyle and friendly prices at the pockets of students so that it is suitable for modern day students who think more about trends and fairs in appearance. This study aims to examine empirically the variables in the study that has been formulated in the formulation of the problem, whether there are influenced of Lifestyle (X1), Brand Image (X2), Price (X3), and Reference Group (X4) on the decision to buy Zoya Hijab products by students of the Faculty of Economics and Business Sharia IAIN Jember in a sequential and partial manner. This method is quantitative with a confirmatory research and approach with a sample of 105 respondents. While sampling uses Accidental Sampling. The independent variables consist of Lifestyle (X1), Brand Image (X2), Price (X3), and Reference Group (X4) and the dependent variable is Buying Decision (Y). Instrument testing uses validity, reliability, and classical assumption tests. While the method of data analysis uses the Analysis of Multiple Linear Regression. Hypothesis testing was carried out with the help of the Statistical Package for the (SPSS) version 21 software. The results show that the influence of lifestyle on buying decisions is significant, with the Analysis of Multiple Linear Regression, the direct effect of 0.002. The influence of brand image on purchasing decisions is significant, with the Analysis of Multiple Linear Regression the direct effect of 0.049. The effect of price on buying decisions is significant, with the Analysis of Multiple Linear Regression direct effect of 0.003. The influence of the reference group on vii purchasing decisions is significant, with the Analysis of Multiple Linear Regression having a direct effect of 0,000.

Actions (login required)

View Item