Siti ayya murzifa Primary Author mixed material bibliography Banda Aceh Fakultas Ekonomi dan Bisnis 2024 id Indonesia

Skripsi

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. CONSUMER BEHAVIOR - MARKETING RESEARCH 658.834 2 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 122268 2024-04-03 14:57:23 2024-04-17 11:06:17 machine generated