Pengaruh Etika Bisnis Islam, Media Sosial, dan Inovasi Produk Terhadap Keputusan Pembelian Produk Kosmetik Safi Luwes Kartasura

Abstract

The purpose of this study was to determine the effect of Islamic business ethics, social media, and product innovation on purchasing decisions for Safi's cosmetic products at the Safi Luwes Kartasura Cosmetics Product Stand. This study uses a quantitative approach using the simple random sampling calculation. Data analysis using multiple linear regression model. The results of this study indicate that the Islamic business ethics variable (x1) has a significant value of 0.198 > 0.05, so thank you and H1 is rejected, meaning that the influence of Islamic business ethics does not statistically affect product purchasing decisions. Then the results of the t-test on social media variables obtained a significant value of 0.001 <0.05, then Ho was rejected, H2 was accepted, meaning that social media had an effect on purchasing decisions. The results of the t-test on the product innovation variable obtained a significant value of 0.000 <0.05, p-value <α = 0.000 <0.05, then Ho was rejected. H3 was accepted, meaning that the product innovation variable had a significant effect on purchasing decisions. The results of the t-test using the second method is to compare tcount with ttable from the table above, it can be seen that the value of ttable is 1,6660 on the product innovation variable tcount of 6.348 <1.6660. Then the results of the f test show that the results of the regression analysis obtained fcount = 55,440 > 2,500760 with a significance level of p-value = 0.000 < 0.05, it can be said that Ho is rejected or accepted which means that the influence of Islamic business ethics (x1), media social (x2), and product innovation (x3) together have a significant effect on purchasing decisions (Y).