Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh antara kualitas produk, gaya hidup, islamic branding, dan islamic advertising ethics terhadap keputusan pembelian buttonscarves (studi kasus di kota banda aceh). penelitian ini merupakan penelitian kuantitatif yang menggunakan data primer dari penyebaran kuesioner kepada 165 responden. adapun responden dalam penelitian ini ditentukan dengan teknik purposive sampling dengan metode hair. data yang didapat dianalisis dengan regresi linier berganda. hasil penelitian ini menunjukkan bahwa, secara parsial variabel kualitas produk, gaya hidup, islamic branding, dan islamic advertising ethics berpengaruh positif dan signifikan terhadap keputusan pembelian produk buttonscarves. hasil uji secara simultan menunjukkan bahwa variabel kualitas produk, gaya hidup, islamic branding, dan islamic advertising ethics berpengaruh positif dan signifikan terhadap keputusan pembelian produk buttonscarves. kata kunci: buttonscarves, keputusan pembelian, kualitas produk, gaya hidup, islamic branding, islamic advertising ethics

This study aims to analyze the effect of product quality, lifestyle, Islamic branding, and Islamic advertising ethics on the purchase decision of Buttonscarves products (a case study in Banda Aceh City). This research is a quantitative study that uses primary data collected through questionnaire distributed to 165 respondents. The respondents were selected using a puposive sampling technique with Hair method. The data obtained were analyzed using multiple linear regression. The result of this study found that partially, the variables of the product quality, lifestyle, Islamic branding, and Islamic advertising ethics have a positive and significant influence on purchase decision for Buttonscarves product. The simultaneous test results show that the variables of product quality, lifestyle, Islamic branding, and Islamic advertising ethics have a positive and significant influence on purchase decision for Buttonscarves product. Keywords: Buttonscarves, Purchase Decision, Product Quality, Lifestyle, Islamic Branding, Islamic Advertising Ethics