Electronic Theses and Dissertation

This study aims to examine the influence between brand equity, promotional media and religiosity on muslim fashion purchasing decisions. data were collected using a questionnaire. the research sample is the people of banda aceh city who have bought buttonscarves totaling 130 people who were taken by probability sampling method and hair technique. the data analysis method uses linear regression analysis. the results of this study found that brand equity, promotional media and religiosity partially have a significant influence on purchasing decisions for buttonscarves muslim fashion in banda aceh city. it was also found that brand equity, promotional media and religiosity simultaneously influence muslim fashion purchasing decisions in banda aceh city. the results of this study are expected to make a useful contribution to both producers and consumers because they highlight brand equity, promotional media and religiosity on purchasing decisions. keywords: brand equity, promotional media, religiosity, purchasing decisions.

Penelitian ini bertujuan untuk menguji pengaruh antara ekuitas merek, media promosi dan religiusitas terhadap keputusan pembelian fashion muslim. Data dikumpulkan menggunakan kuesioner. Sampel penelitian merupakan masyarakat Kota Banda Aceh yang telah membeli Buttonscarves berjumlah 130 orang yang diambil dengan metode probability sampling dan teknik Hair. Metode analisis data menggunakan analisis Regresi Linier Berganda. Hasil penelitian ini ditemukan bahwa ekuitas merek, media promosi dan religiusitas secara parsial pengaruh signifikan terhadap keputusan pembelian fashion muslim Buttonscarves di Kota Banda Aceh. Ditemukan juga bahwa ekuitas merek, media promosi dan religiusitas secara simultan berpengaruh terhadap keputusan pembelian fashion muslim di Kota Banda Aceh. Hasil penelitian ini diharapkan dapat memberikan kontribusi yang bermanfaat baik bagi produsen dan konsumen karena menyoroti ekuitas merek, media promosi dan religiusitas terhadap keputusan pembelian. Kata Kunci: Ekuitas Merek, Media Promosi, Religiusitas, Keputusan Pembelian.