Faktor-faktor yang Mempengaruhi Konsumen Dalam Membeli Produk Busana Muslim Pada Al Fatih Moeslem Store Di Kota Pekanbaru

Tanjung, Winda Meliani (2020) Faktor-faktor yang Mempengaruhi Konsumen Dalam Membeli Produk Busana Muslim Pada Al Fatih Moeslem Store Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study is motivated by the large number of customers who buy products at Al Fatih Moeslem Store. With such a large number of customers, of course, the Al Fatih Moeslem Store has particular marketing strategies for improving its business and customer satisfaction. The problem formulation of this study is whether the cultural factor, social factor, personal factor, psychological factor, and the factor of Islamic consuming ethics influence customers’ decisions to buy Muslim fashion products at Al Fatih Moeslem Store in Pekanbaru city. The aim of this study is to investigate the influence of cultural factor, social factor, personal factor, psychological factor, and the factor of Islamic consuming ethics on customers’ decisions to buy Muslim fashion products at Al Fatih Moeslem Store in Pekanbaru city. The type of this study is field research with quantitative method, the data sources are primary data and secondary data. The population of this study is all customers who buy products at Al Fatih Moeslem Store with a sample of 100 people. The sampling technique used is random sampling. While the data collection techniques are observation and questionnaires. In analyzing the quantitative data, the calculation of multiple linear regression analysis is performed by SPSS for Windows Version 22.0. The results of this study show that there are five factors that influence customers to buy Muslim fashion products at Al Fatih Moeslem Store, namely cultural factor with a value of 0.983, social factor with a value of 1.907, personal factor with a value of 2.239, psychological factor with a value of 1.726, and the factor of islamic consuming ethics with a value of of 3.173. Therefore, it can be concluded that the most dominant factor influencing customers to buy Muslim fashion products at Al Fatih Moeslem Store in Pekanbaru city is the factor of islamic consuming ethics (X5) of 3,173.

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