PENGARUH PROMOSI, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN JILBAB DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Mahasiswa Prodi Ekonomi Syariah FEBI IAIN Kendari)

Astuti Wiwianti as, Nim 2020050101079., A (2025) PENGARUH PROMOSI, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN JILBAB DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Mahasiswa Prodi Ekonomi Syariah FEBI IAIN Kendari). Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK
Astuti Wiwianti as, Nim 2020050101079. Pengaruh Promosi, Citra
Merek dan Harga Terhadap Keputusan Pembelian Jilbab Dalam
Perspektif Ekonomi Islam (Studi Pada Mahasiswa Prodi Ekonomi
Syariah FEBI IAIN Kendari). Fakultas Ekonomi Dan Bisnis Islam
Institut Agama Islam Negeri Kendari. Dibimbing oleh Alfian Toar
SP,MM dan Agus Prio Utomo SE,M.Si, 2023.
Penelitian ini bertujuan untuk mengetahui pengaruh variabel
promosi, citra merek, harga dan keputusan pembelian jilbab dalam
perspektif ekonomi islam studi pada mahasiswa prodi Ekonomi Syariah
FEBI IAIN Kendari. Data dianalisis menggunakan software IBM SPSS
versi 25. Populasi dalam penelitian ini adalah mahasiswa pengguna
jilbab prodi ekonomi syariah angkatan 2020 – 2023 yang memiliki
status aktif dalam perkuliahan. Sampel diambil menggunakan teknik
purposive sampling dan menggunakan rumus slovin dengan jumlah
sampel sebanyak 80 orang. Analisis data digunakan menggunakan uji
instrumen, uji asumsi klasik, uji analisis regresi linear berganda dan uji
hipotesis.
Hasil penelitian menyatakan secara bersama-sama Uji Simultan (uji
f) variabel promosi, citra merek dan harga memiliki pengaruh yang
signifikan terhadap keputusan pembelian jilbab dalam perspektif
ekonomi islam pada mahasiswa Prodi Ekonomi Syariah FEBI IAIN
Kendari. Secara parsial Uji Parsial (uji t) variabel promosi, citra merek
dan harga berpengaruh terhadap keputusan pembelian jilbab dalam
perspektif ekonomi islam pada mahasiswa prodi Ekonomi Syariah
FEBI IAIN Kendari.
Kata Kunci : Promosi, Citra Merek, Harga dan Keputusan Pembelian
ABSTACT
Astuti Wiwianti as, Nim 2020050101079. The Influence of Promotion,
Brand Image and Price on Headscarf Purchasing Decisions from an
Islamic Economic Perspective (Study of Sharia Economics Study
Program Students, FEBI IAIN Kendari). Faculty of Economics and
Islamic Business, Kendari State Islamic Institute. Supervised by Alfian
Toar SP, MM and Agus Prio Utomo SE, M.Si, 2023.
This research aims to determine the influencer of promotion
variables, brand image, price and decisions to purchase the hijab from
an Islamic economics perspective on students of the Sharia Economics
study program, FEBI IAIN Kendari. Data were analyzed using IBM
SPSS version 25 software. The population in this study were students
wearning the hijab in the sharia economics study program class 2020 –
2023 who had active status in lrctures. Samples were taken using, a
pusrposive sampling technique and using the Slovin formula with a
sample size of 80 people. Data analysis was used using instrument
tests, classical assumption tests, multiple linear regression analysis
tests and hyphothesis tests.
The results of the research state that jointly the Simultaneous Test (f
test) of promotional variables, brand image amd price have a
signifikant influence on the decision to purchase a hijab from an
islamic economic perspektive among students of the Sharia Economics
Study Program, FEBI IAIN Kendari. Partially, the Partial Test (t test)
of the promotional variables, brand image and price influence the
decision to purchase a hijab from an islamic economic perspective
among Sharia Economics study program students at FEBI IAIN
Kendari.
Keywords : Promotion, Brand Image, Price and Purchasing Decisions

Item Type: Thesis (Other)
Additional Information: Kata Kunci : Promosi, Citra Merek, Harga dan Keputusan Pembelian
Uncontrolled Keywords: Kata Kunci : Promosi, Citra Merek, Harga dan Keputusan Pembelian
Subjects: 300 Ilmu Sosial > 378 Pendidikan Tinggi, Unversitas
Ekonomi > Ekonomi Islam
Divisions: Fakultas Ekonomi dan Bisnis Islam > Prodi Ekonomi Syariah
Depositing User: Unnamed user with username asni
Date Deposited: 21 Feb 2025 06:19
Last Modified: 20 Apr 2026 01:27
URI: http://digitallib.iainkendari.ac.id/id/eprint/3773

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