Pengaruh Islamic Branding Dan Religiusitas Terhadap Keputusan Konsumen Membeli Produk (Studi Kasus Minimarket Syariah Kitamart Cibatu Bandung)

  • Firdha Fadhilah Ridwan Magister Ekonomi Syariah, Pasca Sarjana Unisba
  • Nurdin Manajemen, Bagian Ekonomi & Bisnis, Unisba
Abstract views: 248 , PDF downloads: 581

Abstract

Kitamart Cibatu was founded on a community basis and to advance the
economy of Muslims. KitaMart Cibatu only sells products labeled halal &
BPOM because Muslims are asked to be selective in consuming activities.
This study uses a verification method with a quantitative approach. The
population is a member of Kitamart Cibatu Bandung, amounting to 461
people with a sample of 85 members.
The result of the research states that, Islamic branding (X1) and
Religiosity (X2), simultaneously affect and do not partially affect the
variable (Y) consumer decisions to buy products in Kitamart Cibatu.
Keywords: Islamic Branding, Religiosity, Consumer Decisions.
Abstrak
Kitamart Cibatu didirikan atas dasar komunitas dan untuk memajukan
perekonomian umat Islam. KitaMart Cibatu hanya menjual produk yang
berlabel halal & BPOM karena umat Islam diminta selektif dalam
mengkonsumsi.
Penelitian ini menggunakan metode verifikasi dengan pendekatan  kuantitatif. Populasi dalam penelitian ini adalah anggota Kitamart Cibatu
Bandung yang berjumlah 461 orang dengan jumlah sampel 85 orang.
Hasil penelitian menyatakan bahwa, Islamic branding (X1) dan
Religiusitas (X2), berpengaruh secara simultan dan tidak berpengaruh
secara parsial terhadap variabel (Y) keputusan konsumen untuk membeli
produk di Kitamart Cibatu.
Kata kunci: Islamic Branding, Religiusitas, Keputusan Konsumen.

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Published
2020-07-23
How to Cite
Firdha Fadhilah Ridwan, & Nurdin. (2020). Pengaruh Islamic Branding Dan Religiusitas Terhadap Keputusan Konsumen Membeli Produk (Studi Kasus Minimarket Syariah Kitamart Cibatu Bandung). Jurnal Hukum Ekonomi Islam, 4(1), 59-85. Retrieved from https://jhei.appheisi.or.id/index.php/jhei/article/view/23
Issue
Vol. 4 No. 1 (2020): Jurnal Hukum Ekonomi Islam (JHEI)
Section
Articles

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