PENGARUH KUALITAS PRODUK HIJAB UMAMA TERHADAP KEPUTUSAN PEMBELIAN HIJAB PADA TOKO RK GALLERY HIJAB DAN FASHION DI KOTA JAMBI

Sonya Ramadhona, Sonya Ramadhona (2022) PENGARUH KUALITAS PRODUK HIJAB UMAMA TERHADAP KEPUTUSAN PEMBELIAN HIJAB PADA TOKO RK GALLERY HIJAB DAN FASHION DI KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Sonya Ramadhona/1800861201180/ Faculty of Economics, Batanghari University Jambi /The Influence of Umama Hijab Product Quality on Hijab Purchase Decisions at RK Gallery Hijab and Fashion Stores / Supervisor I Akhmad Irwansyah S, S.E.MM / Supervisor II Denny Asmas S.E S.Mi The purpose of this study was to determine the quality of Umama products at the Rk Gallery Hijab and Fashion Store in Jambi City and to analyze the effect of Umama product quality on purchasing decisions for Umama products at the Rk Gallery Hijab and Fashion Store in Jambi City. Umama Scarf is a local brand that brings fashion themes for modern Muslims so they can look fashionable. The research method used is quantitative research, which is used to determine the sample. Data collection uses data analysis with the aim of testing the established hypothesis. The Rk Gallery Hijab and Fashion store is an abbreviation of the name of the shop owner, namely Rika, hereinafter abbreviated as Rk. The population in this study is the consumers of Rk Gallery Hijab and Fashion in the city of Jambi. Determination of the sample is done by the Judgment Sampling method with the number of respondents as many as 0 of 96 customers of Rk Gallery Hijab and Fashion about product quality and purchasing decisions. The hypothesis was tested by t test. In discussing this problem, the writer uses a qualitative descriptive method by seeking information about symptoms, clearly defining the goals to be achieved, collecting data as material for conducting research. Results Based on a simple linear analysis, the equation Y = 17.001+0.140X1 t test value for product quality (X1) is 3.341 1.661 t table with sig 0.001 <0.05. The value of R square is 0.606 or 60.6% while the remaining 39.4% is influenced by other factors. The conclusion of this study is that the quality of the product has a significant or partial effect on purchasing decisions.

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