Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh pengetahuan produk, religiusitas dan gaya hidup terhadap keputusan pembelian produk fashion muslim dikota Banda aceh. Data dikumpulkan menggunakan kuesioner. Sampel penelitian merupakan masyarakat Kota Banda Aceh yang pernah membeli Produk Fashion Muslim berjumlah 100 orang diambil dengan metode purposive sampling menggunakan rumus slovin. Metode analisis data menggunakan analisis Regresi Linier Berganda. Hasil penelitian ini ditemukan bahwa pengetahuan produk, religiusitas dan gaya hidup secara parsial berpengaruh signifikan terhadap keputusan pembelian produk fashion muslim di kota banda aceh. Ditemukan juga bahwa pengaruh pengetahuan produk, religiusitas dan gaya hidup secara simultan berpengaruh terhadap keputusan pembelian produk fashion muslim di kota banda aceh. Hasil penelitian ini diharapkan dapat memberikan pengetahuan tentang produk fashion muslim dan dapat memberikan informasi kepada seluruh UMK yang ada di provinsi Aceh sehingga mendorong agar memproduksi dan memakai produk local. Dan diharapkan bermanfaat bagi para pembacanya karena menyoroti pengetahuan tentang produk fashion muslim serta mengetahui hubungan pengetahuan produk, religiusitas dan gaya hidup.
Kata Kunci: Pengetahuan produk, Religiusitas, Gaya Hidup, Keputusan Pembelian.

This study aims to examine the influence of product knowledge, religiosity and lifestyle on purchasing decisions for Muslim fashion products in Banda Aceh. Data were collected using a questionnaire. The research sample was 100 people from Banda Aceh who had purchased Muslim Fashion Products, taken using the purposive sampling method using the Slovin formula. The data analysis method used Multiple Linear Regression analysis. The results of this study found that product knowledge, religiosity and lifestyle partially had a significant effect on purchasing decisions for Muslim fashion products in Banda Aceh. It was also found that the influence of product knowledge, religiosity and lifestyle simultaneously influenced purchasing decisions for Muslim fashion products in Banda Aceh. The results of this study are expected to provide knowledge about Muslim fashion products and can provide information to all MSMEs in Aceh province so as to encourage them to produce and use local products. And it is expected to be useful for its readers because it highlights knowledge about Muslim fashion products and knows the relationship between product knowledge, religiosity and lifestyle. Keywords: Product knowledge, Religiosity, Lifestyle, Purchasing Decisions.