Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh dari variabel religiusitas, kualitas produk, harga, gaya hidup, dan promosi terhadap keputusan pembelian fashion halal mahasiswi fakultas ekonomi universitas syiah kuala. data penelitian adalah data primer yang diperoleh berdasarkan 95 kuesioner yang disebar kepada responden, dengan menggunakan teknik purposive sampling dan dianalisis menggunakan model regresi linier berganda, didapatkan hasil penelitian yang menunjukkan bahwa religiusitas, kualitas produk, harga, gaya hidup, dan promosi berpengaruh secara simultan terhadap keputusan pembelian mahasiswi fakultas ekonomi universitas syiah kuala. dan secara parsial variabel religiusitas, kualitas produk, harga, gaya hidup, dan promosi berpengaruh secara positif dan signifikan terhadap keputusan pembelian fashion halal pada mahasiswi fakultas ekonomi dan bisnis universitas syiah kuala. kata kunci: religiusitas, kualitas produk, harga, gaya hidup, promosi, keputusan pembelian. abstract this study aims to examine the influence of the variables of religiosity, product quality, price, lifestyle, and promotion on halal fashion purchasing decisions of students of the faculty of economics, syiah kuala university. research data is primary data obtained based on 95 questionnaires distributed to respondents, using purposive sampling techniques and analyzed using multiple linear regression models, obtained the results of research that shows that religiosity, product quality, price, lifestyle, and promotion affect simultaneously the purchasing decisions of students of the faculty of economics, syiah kuala university. and partially the variables of religiosity, product quality, price, lifestyle, and promotion positively and significantly influenced the decision to purchase halal fashion at the faculty of economics and business students of syiah kuala university. keywords: religiosity, product quality, price, lifestyle, promotion, purchasing decisions