Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Hijab Secara Online Pada Mahasiswi Program Studi Ekonomi Syariah Universitas Islam Riau

Widowati, Riris (2020) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Hijab Secara Online Pada Mahasiswi Program Studi Ekonomi Syariah Universitas Islam Riau. Other thesis, Universitas Islam Riau.

Text 162310010.pdf - Submitted Version Download (1MB)

Abstract

This study is motivated by the researcher‟s observation results showing that the awareness of Muslim women to wear hijab is increasing, the hijab is considered to be an important outfit and a lifestyle clothing to wear. The current technological developments are increasingly sophisticated making shopping activities can be done using online media. Therefore, the online hijab shopping is easily reached by the students as a results of the marketing mix which influences the decision to buy hijab online especially for students of Islamic Economics Department. The problem formulation of this study is whether the marketing mix has an influence on online hijab shopping decision among students of Sharia Economics Department of Islamic University of Riau (UIR). This study aims to investigate the influence of marketing mix on online hijab shopping decision among students of Sharia Economics Department of Islamic University of Riau (UIR). The subject of this study is the students of Sharia Economics Department of Islamic University of Riau (UIR). The object of this study is the influence of marketing mix on shopping decision. Data sources consist of primary data and secondary data. The sampling technique used is total sampling. The data collection technique used is questionnaires. Data analysis used is a quantitative method with simple linear regression analysis whereas the calculation process performed by SPSS for windows version 23.0. The sample consists of 68 people. The results of partial test show that there is a significant influence of marketing mix on online hijab shopping decision, this is known from the value of t-count (7,903) is greater than t-table (1,668), it means that partially it is known that the variable X (marketing mix) influences the variable Y (shopping decision). The results show that the marketing mix and the online hijab shopping decision have a correlation coefficient of 0.697, which is included in the category of a strong relationship.

Actions (login required)

View Item