Unlocking the Muslim Consumer Market: The Influence of Islamic Branding, Islamic Advertising, and Religiosity on Sunsilk Hijab Shampoo Products Purchases
DOI:
https://doi.org/10.32528/issh.v2i3.354Keywords:
Islamic Branding, Islamic Advertising, Religiosity, Purchasing DecisionAbstract
The purpose of this study is to examine whether religious affiliation, Islamic branding, and Islamic advertising have any influence on FEB students at Muhammadiyah Jember University's decision to purchase Sunsilk hijab items, specifically shampoo. The approach is quantitative. The participants in this study are FEB students from 2019 – 2021 University of Muhammadiyah Jember. The sample in this research is 100 respondents. Multiple linear regression analysis using SPSS tools, version 25, is the technique employed. According to the results of the coefficient of determination test, there is a 54.5% influence of religion, Islamic branding, and Islamic advertising on purchasing decisions. The findings of the t test indicate that religious affiliation, Islamic branding, and religious advertising all claimed to have had a substantial impact on consumers' decisions to buy Sunsilk hijab shampoo products (case study of shampoo consumers among female students at the University of Muhammadiyah Jember).
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