PENGARUH LIFE STYLE DAN ISLAMIC BRANDING TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK FASHION BUSANA MUSLIM GAMIS DI BANDAR LAMPUNG DALAM PERSPEKTIF EKONOMI ISLAM

WINDA, ANGGRAINI (2022) PENGARUH LIFE STYLE DAN ISLAMIC BRANDING TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK FASHION BUSANA MUSLIM GAMIS DI BANDAR LAMPUNG DALAM PERSPEKTIF EKONOMI ISLAM. Masters thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Indonesia jika lihat dari data State of the global Islamic economic 2017- 2020 konsumsi fashion busana muslim di Indonesia memiliki perkembangan yang signifikan dengan rata-rata 18% per tahun. Mengacu pada kota Bandar Lampung perkembangan fashion busana muslim mengalami perkembangan seiring dengan perkembangan zaman di era digital ini. Perkembangan ini dapat kita lihat dari banyaknya pelaku usaha yang membuka gerai atau outlet dan brand-brand baru yang banyak bermunculan dengan menjual rangkaian busana muslim. Artinya potensi Fashion busana muslim sangat baik untuk di kembangkan. Pada penelitian ini rumusan masalah yakni (1) Bagaimana Life style berpengaruh terhadap keputusan konsumen dalam membeli produk fashion busana muslim di Bandar Lampung ? (2) Bagaimana Islamic Branding berpengaruh terhadap keputusan konsumen dalam membeli produk fashion muslim di Bandar Lampung ? (3) Bagaimana pengaruh Life Style dan Islamic Branding Terhadap Keputusan Konsumen dalam Membeli Produk Fashion Busana Muslim Gamis di Bandar Lampung dalam Perspektif Ekonomi Islam ? Penelitian ini adalah penelitian field research data yang digunakan yakni data primer dengan mengacu pada kuesioner menggunakan data skunder didapatkan melalui dokumentasi. Populasi yang digunakan yakni masyarakat muslim di Bandar Lampung. Metode penarikan sampel dengan menggunakan Rumus Slovin yakni 100 sampel. Dengan SPSS.21 Sebagai alat analisis. Hasil penelitian ini menunjukan bahwa: (1) Life Style berpengaruh positif terhadap keputusan konsumen dalam membeli produk fashion muslim gamis di Bandar Lampung yakni dibuktikan dari hasil t yaitu nilai signifikan untuk X1 terhadap Y adalah sebesar 0,000 di bawah 0,05 maka hipotesis di terima. Maka dapat di simpulkan X1 mempunyai pengaruh positif terhadap variabel Y. (2) Berdasarkan hasil pengujian secara parsial Islamic Branding terhadap keputusan konsumen dalam membeli produk fashion busana muslim gamis di Bandar Lampung di ketahui nilai signifikan X2 terhadap Y yakni sebesar 0,05 dibawah 0,003 maka hipotesis diterima. Dapat disimpulkan bahwa X2 berpengaruh positif terhadap Y. (3) Berdasarkan hasil penelitian ini menunjukan bahwa nilai determinasi sebesar 0,667 (R Square) dan 0,667 (Adjusted R Square). Penelitian ini mengambil nilai adjusted R square yaitu 0,667 atau 66,7% artinya Life Style dan Islamic Branding berpengaruh terhadap variabel keputusan konsumen sebesar 66,7%. artinya life style dan Islamic Branding mampu mempengaruhi keputusan konsumen dalam membeli produk fashion busana muslim gamis di Bandar Lampung sebesar 66,7% sedangkan 33,3% dipengaruhi oleh faktor lain yang tidak menjadi variabel dalam penelitian ini. Kata Kunci : Life Style, Islamic Branding dan Keputusan Konsumen. v ABSTRACT Indonesia, if you look at the data from the State of the global Islamic economic 2017-2020, the consumption of Muslim fashion in Indonesia has a significant development with an average of 18% per year. Referring to the city of Bandar Lampung, the development of Muslim fashion has developed along with the times in this digital era. We can see this development from the number of business actors who open outlets and new brands that have sprung up by selling a series of Muslim clothing. This means that the potential of Muslim fashion is very good to be developed. In this study, the formulation of the problem is (1) How does life style affect consumer decisions in buying Muslim fashion products in Bandar Lampung? (2) How does Islamic Branding affect consumer decisions in buying Muslim fashion products in Bandar Lampung? (3) How is the influence of Life Style and Islamic Branding on Consumer Decisions in Buying Fashion Products for Muslim Gamis in Bandar Lampung in an Islamic Economic Perspective? This research is a field research research, the data used are primary data with reference to a questionnaire using secondary data obtained through documentation. The population used is the Muslim community in Bandar Lampung. The sampling method using the Slovin formula is 100 samples. With SPSS.21 as an analytical tool. The results of this study indicate that: (1) Life Style has a positive effect on consumer decisions in buying Muslim robe fashion products in Bandar Lampung, which is evidenced by the results of t, namely the significant value for X1 against Y is 0.000 below 0.05, so the hypothesis is accepted. So it can be concluded that X1 has a positive influence on the Y variable. (2) Based on the results of partial testing of Islamic Branding on consumer decisions in buying Muslim gamis fashion products in Bandar Lampung, it is known that the significant value of X2 on Y is 0.05 below 0.003 then hypothesis is accepted. It can be concluded that X2 has a positive effect on Y. (3) Based on the results of this study indicate that the value of determination is 0.667 (R Square) and 0.667 (Adjusted R Square). This study takes the adjusted R square value, which is 0.667 or 66.7%, meaning that Life Style and Islamic Branding have an effect on consumer decision variables of 66.7%. meaning that life style and Islamic Branding are able to influence consumer decisions in buying Muslim robe fashion products in Bandar Lampung by 66.7% while 33.3% is influenced by other factors that are not variables in this study. Keywords: Life Style, Islamic Branding and Consumer Decisions

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