Pengaruh Brand Image dan Faktor Gaya Hidup Hedonis terhadap Keputusan Pembelian Produk Fashion Muslimah Hijabchic
Keywords:
Brand Image, Gaya Hidup, Hedonis, Keputusan PembelianAbstract
Penelitian ini dilakukan untuk mengkaji dampak citra merek dan faktor gaya hidup yang mengejar kesenangan terhadap keputusan pembelian produk busana muslimah HijabChic. Untuk menyimpulkan sifat hubungan antara variabel, penelitian kuantitatif menggunakan pendekatan eksplanatori. Sampel target adalah Gen-Z di Kabupaten Bekasi dan pernah membeli atau menjadi konsumen produk busana muslimah merek HijabChic. Hipotesis diuji dengan teknik Structural Equation Modeling (SEM) menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa membangun citra merek yang kuat dan mempertimbangkan faktor gaya hidup hedonis konsumen memiliki pengaruh signifikan terhadap keputusan pembelian produk busana muslimah HijabChic. Temuan ini memberikan wawasan tentang pentingnya membangun persepsi merek yang positif dan memperhatikan gaya hidup konsumen yang mengejar kesenangan dalam strategi pemasaran produk busana muslimah.
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