PENGARUH NILAI RELIGIOSITY DAN PRODUCT KNOWLEDGE TERHADAP MINAT BELI PRODUK FASHION LADYFAME DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Ladyfame Bandar Lampung)

NADIYA, PUTRI ANANDA ANOM (2024) PENGARUH NILAI RELIGIOSITY DAN PRODUCT KNOWLEDGE TERHADAP MINAT BELI PRODUK FASHION LADYFAME DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Ladyfame Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Banyaknya dunia usaha yang berkembang saat ini menunjukkan bahwa transaksi perekonomian semakin berkembang. Kebutuhan masyarakat terhadap fashion berkembang pesat dan maju mengikuti trend busana dunia. Fashion akan terus menerus mengalami perubahan dari waktu ke waktu mengikuti perkembangan zaman yang semakin maju dan modern. Setiap tahun bahkan setiap generasi memiliki karakter fashion yang berbeda.Rumusan masalah pada penelitian ini yaitu: Apakah nilai religiosity berpengaruh terhadap minat beli produk fashion Ladyfame, Apakah product knowledge berpengaruh terhadap minat beli produk fashion Ladyfame, Apakah nilai religiosity dan product knowledge berpengaruh terhadap minat beli produk fashion Ladyfame, serta bagaimana nilai religiosity, product knowledge dan minat beli dalam perspektif bisnis Islam. Penelitian ini menggunakan metode kuantitatif. Jumlah sampel sebanyak 100 responden konsumen Ladyfame yang ditentukan dengan menggunakan rumus Lemeshow. Metode analisis data pada penelitian ini menggunakan SPSS 23. Uji yang digunakan pada penelitian ini adalah uji validitas, uji reliabilitas, dan uji hipotesis. Hasil pada penelitian ini menunjukkan bahwa nilai religiosity tidak berpengaruh dan signifikan terhadap minat beli produk fashion Ladyfame. Product knowledge menghasilkan berpengaruh signifikan terhadap minat beli produk fashion Ladyfame. Serta nilai religiosity dan product knowledge berpengaruh terhadap minat beli produk fashion Ladyfame. Ditinjau dalam perspektif bisnis Islam dalam nilai religiosity terhadap minat beli harus sesuai dengan nilai-nilai yang tertera dalam hukum jual beli yang terangkum dalam rukun Bai’ As�Salam yaitu adanya penjual dan pembeli, adanya barang dan uang, adanya sigat (ijab qabul) atau akad yang sudah disetujui kedua belah pihak. Sedangkan untuk product knowledge juga sangat dibutuhkan dalam kegiatan pembelian agar kita melaksanakan tabayyun yang berarti meneliti terlebih dahulu, mencari tahu sedalam-dalamnya. Misalnya sebelum membeli suatu barang atau layanan dipastikan melakukan riset terlebih dahulu seperti perbandingan harga, kualitas, dan reputasi penjual. Kata Kunci : Nilai Religiosity, Product Knowledge dan Minat Beli. ABSTRACT The large number of businesses currently developing shows that economic transactions are increasingly developing. Society's need for fashion is growing rapidly and following world fashion trends. Fashion will continue to change from time to time following increasingly advanced and modern developments. Every year and even every generation has a different fashion character. The formulation of the problem in this research is: Does the value of religiosity influence the interest in buying Ladyfame fashion products, Does product knowledge influence the interest in buying Ladyfame fashion products, Does the value of religiosity and product knowledge influence the interest in buying? Ladyfame fashion products, as well as the value of religiosity, product knowledge and buying interest in an Islamic business perspective. This research uses quantitative methods. The total sample was 100 Ladyfame consumer respondents who were determined using the Lemeshow formula. The data analysis method in this research uses SPSS 23. The tests used in this research are validity testing, reliability testing and hypothesis testing. The results of this study show that the value of religiosity has no significant influence on interest in purchasing Ladyfame fashion products. Product knowledge has a significant influence on interest in purchasing Ladyfame fashion products. And the values of religiosity and product knowledge influence the interest in buying Ladyfame fashion products. Viewed from an Islamic business perspective, the value of religiosity towards buying interest must be in accordance with the values stated in the law of buying and selling which are summarized in the pillars of Bai' As-Salam, namely the existence of sellers and buyers, the existence of goods and money, the existence of sigat (ijab qabul) or contract that has been agreed to by both parties. Meanwhile, product knowledge is also really needed in purchasing activities so that we carry out tabayyun, which means researching first, finding out as much as possible. For example, before buying an item or service, make sure you do research first, such as comparing the price, quality and reputation of the seller. Keywords: Religiosity Value, Product Knowledge and Purchase Intention.

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