ANALISIS PENGARUH HALAL LIFESTYLE DAN ISLAMIC BRANDING TERHADAP KEPUTUSAN MILENIAL MUSLIM UNTUK MEMBELI PRODUK FASHION
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
Full Text:
PDFReferences
Adinugraha, H. H., & Sartika, M. (2019). Halal Lifestyle Di Indonesia. An-Nisbah: Jurnal Ekonomi Syariah, 6(1), 57–81. https://doi.org/10.21274/an.2019.6.1.57-81
Arfia, M. (2022). Pengaruh Fashion Involvement Terhadap Impulse Buying Melalui Positive Emotion Pada Produk Fashion Muslim di E- Commerce. 03(02), 19–30.
Asiyah, S., & Hariri, H. (2021). Perilaku Konsumen Berdasarkan Religiusitas. Perisai : Islamic Banking and Finance Journal, 5(2), 158–166. https://doi.org/10.21070/perisai.v5i2.1533
Bukhari, S. N. Z., & Isa, S. M. (2020). Islamic branding: insights from a conceptual perspective. Journal of Islamic Marketing, 11(6), 1743–1760. https://doi.org/10.1108/JIMA-02-2018-0035
Fadloli, F., Widaningsih, W., & ... (2021). Halal Lifestyle of Malang State Polytechnic Students. Seminar Nasional …. https://prosiding.polinema.ac.id/sngbs/index.php/sngbs/article/view/322
Fauziyyah, A. N., & Oktafani, F. (2018). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Behavior. JURISMA : Jurnal Riset Bisnis & Manajemen, 8(1), 1–14. https://doi.org/10.34010/jurisma.v8i1.994
Fitriya, E. (2017). Analisis Pengaruh Islamic Brandingterhadap Keputusan Konsumen Untuk Membeli Produk. Jurnal Ilmiah Akuntansi Indonesia, 2(1), 31–40.
Jaelani, A. (2017). Munich Personal RePEc Archive Halal tourism industry in Indonesia: Potential and prospects. MPRA Paper, 76237, 1–20.
Jurnal, J., & Mea, I. (2019). This work is licensed under a Creative Commons Attribution-NonCommercial 4 . 0 International License Shopping Lifestyle , Discount and Fashion Involvement Transmart Buah Batu Bandung Visitors . Based on the pre survey results , overall Transmart Buah Batu. 3(2), 1–14. https://doi.org/10.31955/mea.vol4.iss1.pp
Kadek Yuni Diantari, N. (2021). Tren New Normal Pada Industri Fast Fashion Di Indonesia : Adaptasi Fast Fashion Di Masa Pandemi. Journal of Fashion Design, I(1), 68–75.
Naserirad, M., Tavakol, M., Abbasi, M., Jannat, B., Sadeghi, N., & Bahemmat, Z. (2022). Predictors of international Muslim medical tourists’ expectations on halal-friendly healthcare services: A hospital-based study. Health Services Management Research. https://doi.org/10.1177/09514848221109831
Poernamawati, D. E. (2020). Pengaruh Label Halal dan Citra Merek Terhadap Keputusan Pembelian (Studi pada Konsumen Produk Kosmetik di Kalangan Mahasiswa Prodi D3 Administrasi Bisnis dan Prodi D4 Pemasaran Politeknik Negeri Malang). Prosiding Seminar Nasional Gabungan Bidang Sosial, 2(1), 230–239. https://prosiding.polinema.ac.id/sngbs/index.php/sngbs/issue/view/16
Ramadhani, H., Nur, A., & Murniningsih, R. (2021). Pengaruh gaya hidup halal dan self-identity terhadap halal fashion di Indonesia | UMMagelang Conference Series. UMMagelang Conference …, 537–546. http://journal.unimma.ac.id/index.php/conference/article/view/5945
Rohim, A. N., & Priyatno, P. D. (2021). Pola Konsumsi dalam Implementasi Gaya Hidup Halal. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 4(2), 26–35. https://doi.org/10.31949/maro.v4i2.1302
Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, 14(1), 54–68. https://doi.org/10.1177/0973258618822624
Schiffman, L., & Kanuk, Lazar, L. (2007). Perilaku Konsumen (Perilaku konsumen). Jurnal Agora, 5 No.(December).
Talaat, R. M. (2022). Fashion consciousness, materialism and fashion clothing purchase involvement of young fashion consumers in Egypt: the mediation role of materialism. Journal of Humanities and Applied Social Sciences, 4(2), 132–154. https://doi.org/10.1108/jhass-02-2020-0027
DOI: https://doi.org/10.15408/jmd.v10i2.29167 Abstract - 0 PDF - 0
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Jurnal Manajemen Dakwah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright © 2015, Jurnal Manajemen Dakwah, p-ISSN: 2338-3992, e-ISSN: 2797-9849
Indexed By:
