PENGARUH BRANDING SYARIAH, INOVASI PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK FESYEN MUSLIMAH UMIKU

Malika Fitria Ramadhan, . (2025) PENGARUH BRANDING SYARIAH, INOVASI PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK FESYEN MUSLIMAH UMIKU. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of Sharia branding, product innovation, and price perception on purchasing decisions of the Umiku Muslim fashion brand. The Muslim fashion industry has seen rapid growth, with increasing demand for products that adhere to Islamic principles. Umiku, as a newly established local brand, strives to innovate by incorporating Islamic values into its product designs. This research employs a quantitative method, gathering data through questionnaires distributed to 114 Muslim women in the Greater Jakarta area who have used Umiku products. Data analysis was conducted using the SEM-PLS model. The findings indicate that Sharia branding, product innovation, and price perception significantly influence consumer purchasing decisions. Sharia branding enhances consumer trust and loyalty, while product innovation provides competitive advantages in a dynamic market. Competitive price perception also affects purchasing decisions, with consumers preferring products that balance price and quality. This study offers insights for the Muslim fashion industry to better optimize branding strategies and product innovations that align with market needs. Keywords: Price Perception, Product Innovation, Purchasing Decision, Sharia Branding

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110116076] [Pembimbing:Fitri Yetty] [Penguji 1: Prima Dwi Priyatno] [Penguji 2: Fadhli Suko Wiryanto]
Uncontrolled Keywords: Price Perception, Product Innovation, Purchasing Decision, Sharia Branding
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
T Technology > TX Home economics
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User: MALIKA FITRIA RAMADHAN
Date Deposited: 04 Mar 2025 03:56
Last Modified: 04 Mar 2025 03:56
URI: http://repository.upnvj.ac.id/id/eprint/35117

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