Faktor-faktor Yang Mempengaruhi Keputusan Mahasiswi Universitas Islam Riau Dalam Membeli Busana Muslimah

Nurkamalia, Nurkamalia (2019) Faktor-faktor Yang Mempengaruhi Keputusan Mahasiswi Universitas Islam Riau Dalam Membeli Busana Muslimah. Other thesis, Universitas Islam Riau.

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Abstract

This reseach was motivated by the phenomenon of the consumer demand on muslim dress that gave the effect to the increasing of muslim consumer demand on muslim dress. Nowadays, the phenomenon of the developing fashion muslim dress is became the big chance for producers to increase the profit. The formulation of the problem in this reseach was what factors are influence female university students in buying muslim dress. The theoritical framework that used in this reseach were factors that influence product, price, distribution and promotion that influence students in buying muslim dress. Method in this study is quantitative causality method. This is field reseach. Primary and secondary data are used in this reseach. Population in this reseach were all female studentss in Islamic university of Riau and total sample were 372 studentss. In taking the sample, the reseacher used Proportionate Statisfied Random sampling. In collecting the data used questionnaire to analyze quantitative analyzis. In analyzing quantitative data, it was used multiple linear regression from SPSS for windows 23.0 version. The result of this reseach showed that all five factors that influence the decision of female university students in buying muslim dress at Islamic university of Riau were factor of product with the score 4.696, price with the score 6.224, distribution was 2.235 and promotion was 5.712 and the dominant factor that influence the decision of female students was price. Fashion stores that sell the product of muslim dress in inreasing the product have to provide the complete variation, selling the well know products, and provide the complete information product for consumer, always give the good service , friendly and answering all questions from consumer.

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