DECODING CONSUMER DECISIONS: THE INTERPLAY OF BRAND AWARENESS, PRODUCT QUALITY, AND PRICING STRATEGY AT ISLAMIC BUSINESS PERSPECTIVE

NOVITA, NADIYA PUTRI (2025) DECODING CONSUMER DECISIONS: THE INTERPLAY OF BRAND AWARENESS, PRODUCT QUALITY, AND PRICING STRATEGY AT ISLAMIC BUSINESS PERSPECTIVE. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, product quality, dan pricing strategy terhadap keputusan pembelian konsumen di Outlet Binaan Aksesmu (OBA) Stock Point di Tanjung Senang, Bandar Lampung. Selain itu, penelitian ini juga berupaya untuk mengeksplorasi bagaimana nilai-nilai bisnis Islam memperkuat brand awareness, product quality, dan pricing strategy, sehingga memengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan menggunakan metode survei. Populasi penelitian terdiri dari 530 outlet OBA Stock Point di Tanjung Senang, Bandar Lampung. Kriteria pengambilan sampel yaitu merupakan member lama dan aktif berbelanja, lalu dapat bertransaksi secara mandiri di aplikasi, dengan teknik pengambilan sampel purposive sampling, yaitu metode pengambilan sampel berdasarkan kriteria tertentu yang relavan dengan tujuan penelitian. Analisis data dilakukan dengan menggunakan Partial Least Squares (PLS) versi 3.2. Hasil penelitian menunjukkan bahwa, kualitas produk, dan strategi harga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen di OBA Stock Point di Tanjung Senang, Bandar Lampung. Penelitian ini memadukan etika bisnis Islam ke dalam analisis perilaku konsumen, menawarkan perspektif unik tentang bagaimana nilai-nilai agama dapat membentuk strategi pemasaran dan keputusan pembelian. Temuan ini berkontribusi pada wacana akademis dan pengembangan kebijakan bisnis praktis dalam kerangka etika Islam. ABSTRACT This study aims to analyze the influence of brand awareness, product quality, and pricing strategy on consumer purchasing decisions at the Aksesmu (OBA) Stock Point Outlet in Tanjung Senang, Bandar Lampung. In addition, this study also seeks to explore how Islamic business values strengthen brand awareness, product quality, and pricing strategy, thereby influencing consumer purchasing decisions. This study uses a descriptive quantitative approach using a survey method. The study population consisted of 530 OBA Stock Point outlets in Tanjung Senang, Bandar Lampung. The sampling criteria are that they are long-standing members and active shoppers, and can make transactions independently on the application, with an purposive sampling technique, namely a sampling method based on certain criteria that are relevant to the research objectives. Data analysis was carried out using Partial Least Squares (PLS) version 3.2. The results of the study indicate that brand awareness, product quality, and pricing strategy have a positive and significant influence on consumer purchasing decisions at OBA Stock Point in Tanjung Senang, Bandar Lampung. This study integrates Islamic business ethics into consumer behavior analysis, offering a unique perspective on how religious values can shape marketing strategies and purchasing decisions. These findings contribute to academic discourse and practical business policy development within the framework of Islamic ethics.

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