Indonesian Journal of Innovation Studies
Vol. 21 (2023): January

Strengthening the Umama Brand Promotion Strategy on the Decision to Purchase Instant Hijab Products among Students in the Sidoarjo Region

Arum Millenia (Universitas Muhammadiyah Sidoarjo)
Rita Ambarwati Sukmono (Universitas Muhammadiyah Sidoarjo)

Article Info

Publish Date
30 Jan 2023

Abstract

This study aims to find out how to strengthen the promotion strategy of the Umama instant hijab brand on purchasing decisions among students in the Sidoarjo area. This study examines respondents, namely students in the Sidoarjo area who have known and used Umama's instant hijab products in their daily lives. The method used is quantitative research with a sample of 100 students. Data collection at the interval level was carried out by distributing questionnaires. The data analysis used is the outer model test and the inner model test on the Smart PLS software application. The results of this study indicate that strengthening the promotion strategy has a positive and significant effect on purchasing decisions.

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Journal Info
Indonesian Journal of Innovation Studies
Website

Abbrev

ijins

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

Computer Science & IT Education Engineering Law, Crime, Criminology & Criminal Justice

Description

Indonesian Journal of Innovation Studies (IJINS) is a peer-reviewed journal published by Universitas Muhammadiyah Sidoarjo four times a year. This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global ...