Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Hijab dan Busana Muslim dalam Perspektif Ekonomi Islam

Abstract

This study aims to determine the effect of product quality, price, and promotion on purchasing decisions for hijab and Muslim clothing in an Islamic Economic perspective (case study of consumers at the Savila Hijab Shop Kartasura). This study used a quantitative approach using primary data in the form of a questionnaire measured by a likert scale. The population in this study are consumers who by hijab and Muslim clothing at the Savila Hijab Shop. The sample in this study were 100 respondents from 10.080 consumers. The sampling method using simple random sampling technique is a sampling technique from a population with a random technique without regard to the existing strata in the population. Data analysis techniques in the form of descriptive statistic, questionnaire instrument test, classical assumption test, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The result of this study indicate that the product quality variable (X1) has a significant effect on purchasing decision. Price (X2) has no significant effect on the purchasing decision. Promotion (X3) has a significant effect on purchasing decision. Ans the result of the F test show that product quality, price, and promotion simultaneously influence purchasing decisions. While the result of the coefficient of determination obtained an Adjusted R Square value of 0,356 or 35,6%, which means that the independent variable is able to explain the contibution of the dependent variable of 35,6% while the rest is influenced by other factors not excamined.