Analisis Faktor-Faktor Yang Mempengaruhi Masyarakat Muslim Membeli Produk Outfit Syariah

Abstract

This study aims to find out what are the factors that influence consumer decisions in buying Sharia outfit products at the Sumenep DNR Store. This study used as many as 13 variable factors which include: price, promotion, religiosity, service, store image, brand image, product, location, trend, facilities, word of mouth, Islamic branding, and testimonials. The method used in this research is a quantitative approach, to this type of survey research. The data collection technique used a questionnaire with 135 respondents. The sampling technique uses Non-Probability Sampling by Purposive Sampling. Data analysis techniques using Validity Test, Reliability Test, and Factor Analysis. The results of the study show that: (1) The value of the KMO Test (Kaiser-Meyer-Olkin) and Bartlett's Test of Sphericity is 1443.999 with a significance of 0.000 which is less than 0.5. Meanwhile, the MSA (Measure of Sampling Adequacy) test is 0.928, greater than 0.5. This implies that there is a correlation between variables so that it can be concluded that the indicators are quite valid; (2) after further analysis using factor analysis of the 13 initial factor variables. Then forming 2 new factors (based on eigenvalue> 1), namely factor 1 is the Islamic Marketing factor and factor 2 is the Promotion factor. So it can be concluded that these two factors can influence consumer decisions in buying Sharia outfit products at the Sumenep DNR Store.

Keywords: Factor Analysis, Influence and Sharia outfit