Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Gamis Brand Aulia Fashion (Studi Kasus Pada Warga Kec. Padang-Lumajang)

Abstrak

Aulia fashion is one of the largest Muslim fashion brand in indonesia or the first hand Muslim fashion based in Surabaya. And with the widespread trend of Islamic syar’i robes among the public with many brands of syar’i robes spread throughout Indonesia, one of which is the Aulia Fashion brand robe. The interest of the Lumajang community in Aulia Fashio’s robes in currently increasing rapidly. This is because the Aulia robe present a simple and contemporary robe. This study aims to determine whether or not the influence of brand image and price on the decision to buy aulia fashion robes. This research method uses quantitative research, by looking for causal associative relationships (Paramita et al., 2021). The population in the study of consumers who have purchased aulia fashion robes with a sample of 60 respondents. The result of the study using data analysis that has been carried out and through various tests, it can be obtained that : (1). Brand image has a significant influence on purchasing decisions of Aulia Fashion robes in the district of Padang-Lumajang, (2) the price has a significant influence on purchasing decisions of Aulia Fashion robes in the district of Padang-Lumajang