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All Journal Buletin Studi Ekonomi Jurnal Pendidikan dan Pengajaran SOROT: Jurnal Ilmu-ilmu Sosial JEJAK ASAS : Jurnal Hukum Ekonomi Syariah Islamic Ecomonics Journal I-ECONOMICS: A Research Journal on Islamic Economics DERIVATIF Jurnal Akuntansi dan Pajak Jurnal Ilmiah Ekonomi Islam Jurnal Perspektif Ekonomi Darussalam Economica: Jurnal Ekonomi Islam Akuntabel : Jurnal Ekonomi dan Keuangan Edukasi Islami : Jurnal Pendidikan Islam Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Tabarru': Islamic Banking and Finance Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam Tasharruf: Journal Economics and Business of Islam Revenue: Jurnal Manajemen Bisnis Islam Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah An Naba Jurnal Pemikiran dan Penelitian Pendidikan Islam BASKARA: Journal of Business and Entrepreneurship Jurnal Signaling EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Mabsya : Jurnal Manajemen Bisnis Syariah SABURAI INTERNASIONAL JOURNAL OF SOCIAL, SCIENCES, AND DEVELOPMENT (Saburai-IJSSD) Jurnal Abdimas Bina Bangsa Journal of Islamic Business and Economic Review (JIBER) Salam (Islamic Economics Journal) International Research of Economic and Management Education Mabsya: Jurnal Manajemen Bisnis Syariah BUSINESS AND ENTERPREUNERSHIP JOURNAL Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Islamic Economics Lariba Bukhori: Kajian Ekonomi dan Keuangan Islam Jurnal Al-Wasith : Jurnal Studi Hukum Islam Business and Enterpreneurship Journal (BEJ)
Heni Noviarita
Universitas Islam Negeri Raden Intan
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : BASKARA:%20Journal%20of%20Business%20

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The Effect of Life Style and Islamic Branding on Consumer Decisions in Buying Muslim Gamis Fashion Products in Bandar Lampung Winda Anggraini; Heni Noviarita
BASKARA : Journal of Business and Entrepreneurship Vol 4, No 1 (2021): Baskara: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.4.1.29-36

Abstract

Fashion is considered not only as clothing industry but also shows a person's lifestyle in appearance and becomes part of the identity of a group of people. "Gamis" is the trend among Indonesian women especially in Bandar Lampung, in recent years, is an encouraging phenomenon. The fashion industry is supported by various technological advances and the development of sophisticated civilization then it produces several products for its users. This is supported by several sides, both in terms of local designers who are increasingly capable of improving economic levels to the retail sector which is growing significantly. Indonesia has the potential to develop and even become a center for Muslim fashion in the world. This study aims to examine whether Life Style and Islamic Branding can influence purchasing decisions in Muslim fashion. The type of research is field research, and the nature of the research is quantitative descriptive analysis. The sample is consumers who use Muslim clothing products using the Solvin formula totalling 100 people. The data is analyzed using the SPSS version 21 application. The results, variable X1 or Life Style have a significant number below 0.05, which is equal to 0.000, so the hypothesis is accepted. The conclusion is the independent variable, namely Life Style, has a positive effect on the dependent variable, namely Purchase Decision (Y). This is in line with previous research and also the study of the theory of lifestyle on consumer decisions. The results of the research Variable X2 or Islamic Branding has a significant number below 0.05, which is equal to 0.003, so the hypothesis is accepted with the conclusion that the independent variable, namely Islamic branding (X2) has a positive effect on the dependent variable, namely, Purchase Decision (Y). The result is in line with previous research and also with the study of Islamic Branding theory.
Co-Authors Abdulloh Majid Ade Eko Setiawan Agus Dwiyanto Ahmad Fahrozi Ahmad Habibi Ahmad, Roslee Bin Amanatun Nisfah Nurun Nikmah Amin Setiyadi Ana Musta’anah Ananda Hidayat Angel Dwi Satria Anisa Binar Cahyani Anita Anita Annisa Munfaati Ari Kurniyawati Ariza Karina Putri Arman Syahyudi Audra Laili Aziz Hanif Mahfud Bagus Dwi Cahyo Beni Antomi Beny Sangjaya Chandra Prayoga Dian Ekawati Ditta Nurhidayanti Dwi Nurhayati Dwi Nurhayati Dwi Taufiq Aziz Dwitami, Yuska Supra Ellen Praditha Erike Anggraeni Erike Anggraini Erike Anggraini Erike Anggraini Erike Anggraini Erike Anggraini Erike Anggraini Estelee Elora Akbar Evi Ekawati Fahmi Muhammad Irfan Fakhri Danii Alfarizi Fautau, Idzam Fauzan Dwi Kusuma Fisman Bedi Gustika Nurmalia Hanif Hanif Idzam Fautau Imam Agung Wijaya Jamal Fakhri Jamel, Surono Bin Jayusman Jayusman Koderi Krismadayanti Krismadayanti Kulup Bina Buono Kurnia Agustina Kurnia Agustina Leny Indahsari M Avicenna Meuthi Marendra Marendra Maya Puspita Sari Merisa Oktapianti Moh Bahruddin Moh. Bahruddin Muhamad Hasan Muhammad Aulia Rachman Muhammad Iqbal Fasa Muhammad Kurniawan Muhammad Syahid Nelly Lestari Novia Turmina Umi Nur Wahyu Ningsih Octavia, Sonia Puja Damaskha Rulita Sari Putri Aisha Pasha Putri Melisa Putri Selviana Anjani Rahma Apriani Rahmat Fajar Rahmat Fajar Ranita Pranika Ratriana Pundarika Raudhoh Musyifah Ria Atika Riska Triamalia Roslee Bin Ahmad Ruslan Abdul Ghofur Sefta Kurniawansyah Siti Maisaroh Siti Nurohmah Siti Patimah Siti Rohamah Sonia Octavia Sulasi Imaniah Surono Bin Jamel Surono Surono Syamsul Hilal Syara Dwi Afiana Tiondol Mayzal Tri Amar Prasetyo Tri Setyorini Tulus Suryanto Wahid, Arfian Nur Weny Rosilawati Winda Anggraini Wiwin Yustina Yessi Avita Sari Yuli Astuti Yuli Astuti Yuli Dahlia Saputri Yuska Supra Dwitami Zein Adi Abung