Pengaruh Islamic Branding dan Trend Fashion terhadap Keputusan Pembelian Fashion Islami pada Mahasiswa Surabaya
DOI:
https://doi.org/10.26740/jekobi.v7n1.p31-44Keywords:
Islamic Branding, Fashion Trends, Purchasing Decisions, & Islamic FashionAbstract
Consumer demand for Islamic fashion products is increasing, particularly among students who care about the Islamic fashion industry that reflects the halal lifestyle. Students have a critical attitude when consuming fashion products. This study aims to determine the effect of Islamic branding and fashion trends on purchasing decisions for Islamic fashion in Surabaya students. This study uses a quantitative approach with multiple linear regression analysis techniques. The data used is primary data through distributing questionnaires. The research sample amounted to 100 respondents who were randomly selected based on certain criteria using purposive sampling technique. The results showed that Islamic branding and fashion trends partially affect Islamic fashion purchasing decisions. The results of testing the coefficient of determination obtained that Islamic branding and fashion trends have a simultaneous influence of 49.2% on Islamic fashion purchasing decisions. This research can provide insight to business people to develop more effective marketing strategies in order to achieve success in the Islamic fashion market
References
Aliyah, S., & Suryaningsih, S. A. (2022). Pengaruh Islamic Branding, Religiusitas, Lifestyle terhadap Keputusan Pembelian Skincare di Kabupaten Gresik. Jurnal Ekonomika Dan Bisnis Islam, 4(3), 123–133. https://doi.org/10.26740/jekobi.v4n3.p123-133
Arsita, N. (2022). Pengaruh Gaya Hidup Dan Trend Fashion Terhadap Keputusan Pembelian Online Produk Fashion Pada Media Sosial Instagram. Jurnal Ilmu Manajemen Saburai (JIMS), 7(2), 125–131. https://doi.org/10.24967/jmb.v7i2.1390
Azizah, P., & Rozza, S. (2022). Pengaruh Islamic Brand Dan Religiusitas Terhadap Keputusan Pembelian Pada Produk Fashion Muslim Di Indonesia. Seminar Nasional Akuntansi Dan Manajemen PNJ, 3.
Farrag, D. A., & Hassan, M. (2015). The infuence of religiosity on egyptian muslim youths’ attitude towards fashion. Journal of Islamic Marketing, 6(1), 95–108. https://doi.org/10.1108/JIMA-04-2014-0030
Fitriya, E. (2017). Analisis Pengaruh Islamic Branding Terhadap Keputusan Konsumen Untuk Membeli Produk. Jurnal Ilmiah Akuntansi Indonesia, 2(1).
Global Business Guide Indonesia. (2016). Indonesia Targetkan Menjadi Islamic Fashion Capital pada Tahun 2020.
Hass, B. S., & Lutek, H. (2019). Fashion & Faith: Islamic Dress & Identity in The Netherl&s. Religions, 10(6), 356. https://doi.org/10.3390/rel10060356
Hassan, S. H., & Ara, H. (2022). Thematic analysis of hijab fashion from Muslim clothing retailers perspective. Journal of Islamic Marketing, 13(11), 2462–2479. https://doi.org/10.1108/JIMA-03-2020-0066
Hassan, S. H., & Harun, H. (2016). Factors influencing fashion consciousness in hijab fashion consumption among hijabistas. Journal of Islamic Marketing, 7(4), 476–494. https://doi.org/10.1108/JIMA-10-2014-0064
Hidayat, S. E., Rafiki, A. and Nasution, M. D. T. P. (2022) ‘Halal industry’s response to a current and post-COVID-19 landscape and lessons from the past’, Journal of Islamic Marketing, 13(9), pp. 1843–1857. doi: 10.1108/JIMA-06-2020-0180.
Islam, T., & Chandrasekaran, U. (2019). Religiosity, values & consumer behaviour: a study of young Indian Muslim consumers. Journal of Consumer Marketing, 36(7), 948–961. https://doi.org/10.1108/JCM-10-2017-2415
Kemendag. (2023). Realisasi Ekspor-Impor Pakaian Jadi Indonesia.
Kemenperin. (2022). Kemenperin Targetkan Industri Fashion Muslim Indonesia Jadi Pemain Global.
Kusnandar. (2021). Sebanyak 97% Penduduk Jawa Timur Beragama Islam pada Juni 2021.
Kusnandar. (2022). Kota Ini Paling Padat Penduduk di Jawa Timur pada Juni 2022.
Kusumawati, A., Listyorini, S., Suharyono, & Yulianto, E. (2019). The impact of religiosity on fashion knowledge, consumer-perceived value & patronage intention. Research Journal of Textile & Apparel, 23(4), 269–290. https://doi.org/10.1108/RJTA-04-2019-0014
Meliani, A., Kosim, A. M., & Hakiem, H. (2021). Pengaruh Religiusitas, Gaya Hidup, dan Harga terhadap Keputusan Pembelian Produk Busana Muslim di Marketplace. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(3), 174–186. https://doi.org/10.47467/elmal.v2i3.535
Muridan. (2018). Fenomena Fashion Dalam Pertarungan Identitas Muslimah (Studi Komunikasi Fashion Mahasiswi Iain Purwokerto Dalam Penggunaan Busana Muslimah Sebagai Identitas Sosial Dan Seksual). Yinyang:Jurnal Studi Islam Gender Dan Anak, 13(2), 258–307.
Nabilah, A. (2022). Peluang Pasar: Produk Fashion Muslim.
Nasrullah, M. (2015). Islamic Branding, Religiusitas dan Keputusan Konsumen Terhadap Produk . 13.
Nestorovic, C. (2016) Islamic Marketing: Understanding the Socio-Economic, Cultural, and Politico-Legal Environment. Springer International Publishing.
Priyatno. (2022). Olah Data Sendiri Analisis Regresi Linier dengan SPSS dan Analisis Regresi Data Panel dengan Eviews. Cahaya Harapan.
Rogers. (2019). Why fashion brands must try harder to capture the ‘Muslim pound.’ Commuinty Development.
Salaam. (2022). State of the Global Islamic Economy 2022.
Saputra, E. J., & Subandrio, S. (2023). Pengaruh Trend Fashion, Pelayanan, Dan Harga Terhadap Keputusan Pembelian Pada Toko Pakaian Affika Collection. Jurnal Entrepreneur Dan Manajemen Sains (JEMS), 4(2), 340–358. https://doi.org/10.36085/jems.v4i2.5388
Sari. (2018). Pengaruh Trend fashion Terhadap Keputusan Pembelian (Survei pada Konsumen Wanita Butik Ria Mir&a Cabang Malang).
Shadrina, A. N., Fathoni, M. A., & H&ayani, T. (2021). Pengaruh Trendfashion, Gaya Hidup, Dan Brand Image Terhadap Preferensi Fashion Hijab. Journal of Islamic Economics (JoIE), 1(2), 48–71. https://doi.org/10.21154/joie.v1i2.3224
Shihab, M. Q. (2002). Tafsir al-misbah (2nd ed.). Lentera Hati.
Soedarso, S., Nurif, M., Sutikno, S., & Windiani, W. (2013). Dinamika Multikultural Masyarakat Kota Surabaya. Jurnal Sosial Humaniora, 6(1). https://doi.org/10.12962/j24433527.v6i1.611
Timur, Y. P. & Ratnasari, R. T. (2022). Celebrity Endorsers Vs Expert Endorsers: Who Can Affect Consumer Purchase Intention for Halal Fashion Product?. Jurnal Ekonomi dan Bisnis Islam (Journal of Islamic Economics and Business), 8(2), pp. 220–236. doi: 10.20473/jebis.v8i2.37529.
Trimulyani, D., Lisa, H., & Ferdinan, F. (2021). Pengaruh Religiositas terhadap Keputusan Pembelian Pakaian Muslimah. AL-Muqayyad, 4(1), 14–24. https://doi.org/10.46963/jam.v4i1.369
Tschannen, R. A. (2020). The future of the global Muslim population. The Muslim Times.
Top Brand Award. (2023). Komparasi Brand Index. Topbrand-award.com.
World Population Review. (2023). Muslim Population by Country 2023. Worldpopulationreview.Com.
Zaki, R. M., & Elseidi, R. I. (2023). Religiosity & purchase intention: an Islamic apparel brand personality perspective. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2022-0257
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Fina Lailiz Zulfa, A’rasy Fahrullah
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract views: 200
,
PDF Downloads: 278
