Khalda, Fathia and Dr. Sri Muljaningsih, SE., MSP (2021) Analisis Pengaruh Pendapatan, Harga, Selera, dan Religiusitas Terhadap Pembelian Produk Fashion Muslim di Instagram (Studi pada Muslimah Usia 19-25 tahun di Provinsi DKI Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Selaras dengan pesatnya perkembangan internet dan teknologi, menyebabkan fashion terutama fashion muslim di Indonesia berkembang pesat. Rabbani dan El Zatt adalah salah satu merk fashion muslim yang mampu mendobrak tatanan industry fashion di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh pendapatan, harga, selera, dan religiusitas terhadap pembelian produk fashion muslim di Instagram. Jenis penelitian yang digunakan yaitu penelitian kuantitatif. Populasi dalam penelitian ini adalah responden muslimah usia 19-25 tahun yang pernah membeli produk fashion muslim di Instagram. Teknik pengambilan sampel yang digunakan adalah stratified random sampling dengan jumlah sampel sebanyak 100 responden. Sedangkan teknik analisis data yang digunakan adalah analisis regresi liniear berganda dibantu software SPSS. Hasil pengujian hipotesis diketahui bahwa variabel pendapatan berpengaruh positif dan signifikan terhadap pembelian produk fashion muslim di Instagram, harga tidak berpengaruh signifikan dan signifikan terhadap pembelian produk fashion muslim, selera berpengaruh positif dan signifikan terhadap pembelian produk fashion muslim di Instagram, dan terakhir religiusitas tidak berpengaruh signifikan terhadap pembelian, namun secara simultan seluruh variable independent berpengaruh terhadap variable dependen
English Abstract
In line with the rapid development of the internet and technology, causing fashion, especially Muslim fashion in Indonesia, to develop rapidly. Rabbani and El Zatt are one of the Muslim fashion brands that are able to break the order of the fashion industry in Indonesia. This study aims to determine the effect of income, price, taste, and religion on the purchase of Muslim fashion products on Instagram. The type of research used is quantitative research. The population in this study were Muslim respondents aged 19-25 years who had bought Muslim fashion products on Instagram. The sampling technique used is stratified random sampling with a total sample of 100 respondents. While the data analysis technique used is multiple linear regression analysis with the help of SPSS software. The test results show that the income variable has a positive and significant effect on purchasing Muslim fashion products on Instagram, price has an insignificant and significant effect on purchasing Muslim fashion products, taste has a positive and significant effect on purchasing Muslim clothing products on Instagram, and finally religiosity has no significant effect. to the purchase, but simultaneously the independent variables affect the dependent variable
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020510 |
| Uncontrolled Keywords: | pendapatan, harga, selera, religiusitas, konsumsi, income, prices, tastes, religiosity, consumption |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Jan 2023 04:04 |
| Last Modified: | 30 Jan 2023 04:04 |
| URI: | http://repository.ub.ac.id/id/eprint/197075 |
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