“Pengaruh Islamic Branding Dan Islamic Advertising Terhadap Keputusan Pembelian Pasta Gigi Sasha Pada Masyarakat Muslim Kecamatan Tambang”

Wahyudi, Dicki (2021) “Pengaruh Islamic Branding Dan Islamic Advertising Terhadap Keputusan Pembelian Pasta Gigi Sasha Pada Masyarakat Muslim Kecamatan Tambang”. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE EFFECT OF ISLAMIC BRANDING AND ISLAMIC ADVERTISING ON THE PURCHASE DECISION OF SASHA TOOTHPASTE ON THE MUSLIM COMMUNITY OF TAMBANG DISTRICT By : DICKI WAHYUDI NPM : 175210828 The purpose of this study was to determine how much influence Islamic Branding and Islamic Advertising had on the decision to partially or simultaneously influence the purchase decision of Sasha Toothpaste Products in Muslim Communities in Tambang District. The research method used is descriptive and quantitative methods. Types and sources of data using primary data and secondary data. The data collection technique uses a questionnaire that has been tested for validity and reliability. The research subjects were 40 respondents using purposive probability sampling technique, while the data analysis technique used was multiple linear regression. The results showed that partially the Islamic branding variable (X1) had no effect on purchasing decisions for Sasha toothpaste products in the Muslim Community of Tambang District, while the Islamic advertising variable (X2) had a significant effect. Meanwhile, it was simultaneously obtained that Islamic branding and Islamic advertising had a significant effect on purchasing decisions for Sasha toothpaste products with a coefficient of determination (R2) of 63.4% and the rest was influenced by other variables that were not discussed further by this study.

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