ANALISIS PENGARUH HALAL LIFESTYLE DAN ISLAMIC BRANDING TERHADAP KEPUTUSAN MILENIAL MUSLIM UNTUK MEMBELI PRODUK FASHION

Zamah Sari, Toto Tohari, Diyah Luthfi Anjani

Abstract


ABSTRACT

This study aims to determine an analysis of the influence of The Halal Lifestyle and Islamic Branding on the Millennial Muslim's Decision to Purcahse Fashion Products. This study uses quantitative methods with multiple regression statistical analysis methods. The sampling technique used was purposive sampling. The data collection technique used is a questionnaire that is analyzed using the IBM Statistic 25 application. The variable measurement scale is carried out using a Likert scale. The population in this study is the Muslim Millennial Generation aged 17-40 years from student universities throughout Indonesia with a total sample of 200 respondents. The results of the partial study on the Halal Lifestyle and Islamic Branding variables obtained each count t count > t table with the value of Halal lifestyle 5,984 > 1,972 and Islamic Branding 7,128 > 1,972. The results of the F-Test Variable Halal Lifestyle and Islamic Branding have a joint or stimulant effect on the Millennial Muslim's Decision to Buy Fashion Products with a calculated F value > F table that is 68.986 > 3.04 and a sig value of 0.000 < 0.05. The results of the study show that The Halal Lifestyle and Islamic Branding have a positive and significant impact on the decision of Muslim millennials to Purcahse fashion products

Keywords : Halal Lifestye, Islamic Branding, Decision Purchase

ABSTRAK

                  Penelitian ini bertujuan untuk mengetahui analisis pengaruh Halal Lifestyle dan Islamic Branding Terhadap Keputusan Millennial Muslim Untuk Membeli Produk Fashion. Dalam penelitian ini menggunakan metode kuantitatif dengan metode analisis statistik regresi berganda. Teknik pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data yang digunakan adalah kuisioner yang dianalisis menggunakan aplikasi IBM Statistic 25. Skala pengukuran variabel dilakukan dengan menggunakan skala likert. Populasi dalam penelitian ini merupakan Generasi Milenial Muslim yang berusia 17-40 Tahun yang berasal dari Perguruan Tinggi Mahasiswa Seluruh Indonesia dengan jumlah sampel sebanyak 200 responden. Hasil penelitian secara parsial pada variabel Halal Lifestyle dan Islamic Branding diperoleh masing-masing hitungan t hitung > t tabel dengan nilai Halal lifestyle 5,984 > 1,972 dan Islamic Branding 7,128 > 1,972. Hasil Uji F Variabel Halal Lifestyle dan Islamic Branding berpengaruh secara Bersama-sama atau stimulan terhadap Terhadap Keputusan Millennial Muslim Untuk Membeli Produk Fashion dengan nilai F hitung > F tabel yaitu  68.986 > 3,04 dan nilai sig 0,000 < 0,05. Dari hasil penelitian menunjukkan bahwa Halal Lifestyle dan Islamic Branding berpengaruh positif dan signifikan terhadap keputusan millennial muslim untuk membeli produk fashion

            Kata kunci : Halal Lifestye, Islamic Branding, Keputusan Pembelian


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