Adelia Rahma Aryadi, . (2025) FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN PAKAIAN ISLAMI MODERN PADA MAHASISWA DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Along with the growth of the halal industry in the global market, the modern Islamic fashion industry has also experienced rapid development. This is evidenced by the increasing number of modern Muslim fashion brands and the intensifying competition, highlighting the importance of understanding the factors that influence purchasing decisions for modern Islamic clothing. This study aims to analyze the influence of religiosity, influencer endorsement, and user generated content (UGC) on purchasing decisions for modern Islamic clothing. The research employs a descriptive quantitative method, with primary data collected through questionnaires distributed via Google Forms. The study population consists of Muslim students in the Jabodetabek area, with samples selected using a non-probability sampling technique based on specific criteria. Data analysis was performed using SmartPLS software. The results indicate that the three variables religiosity, influencer endorsement, and UGC have a significant influence on purchasing decisions for modern Islamic clothing. This study is expected to provide both theoretical and practical contributions, particularly for players in the modern Islamic fashion industry, in designing effective marketing strategies. Keywords: Influencer Endorsement, Modern Islamic Clothing, Purchasing Decision, Religiosity, User Generated Content
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110116027} [Pembimbing: Sufyati] [Penguji 1: Muhammad anwar Fathoni] [Penguji 2: Prima Dwi Priyatno] |
| Uncontrolled Keywords: | Influencer Endorsement, Modern Islamic Clothing, Purchasing Decision, Religiosity, User Generated Content |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | ADELIA RAHMA ARYADI |
| Date Deposited: | 13 Feb 2025 06:54 |
| Last Modified: | 13 Feb 2025 06:54 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34838 |
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