THE INFLUENCE OF ISLAMIC LIFESTYLE, BRAND AWARENESS AND SOCIAL MEDIA MARKETING ON THE PURCHASE DECISION OF RABBANI HIJAB PRODUCTS IN PALEMBANG CITY

Abstract

The growth of the Muslim fashion industry in Indonesia, particularly hijab

products, has steadily increased annually, driving competition between brands.

This situation requires companies to understand the factors influencing consumer

decisions, particularly those related to Islamic lifestyle, brand awareness, and

social media marketing, which influence purchasing decisions for Rabbani hijab

products in Palembang.

This study employed a quantitative approach with a purposive sampling

technique. The population consisted of consumers residing in Palembang who had

purchased and used Rabbani hijab products. A sample of 102 respondents was

selected using the hair et al. formula. Data collection was conducted through a

questionnaire with a Likert scale. Data analysis techniques used included classical

assumption testing, multiple linear regression, and hypothesis testing using SPSS

version 25 software.

The results showed that Islamic lifestyle had a positive and significant effect

on purchasing decisions, as evidenced by a t-value of 2.298 and a significance level

of 0.000 < 0.05. Brand awareness also had a positive and significant effect on

purchasing decisions, with a t-value of 5.722 and a significance level of 0.000 <

0.05. Furthermore, social media marketing had a positive and significant effect on

purchasing decisions, with a t-value of 9.940 and a significance level of 0.000 <

0.05, and was the most dominant variable influencing purchasing decisions.

Simultaneously, all three independent variables significantly influenced purchasing

decisions, with a coefficient of determination (R²) of 0.914, indicating that 91.4%

of the variation in purchasing decisions can be explained by Islamic lifestyle, brand

awareness, and social media marketing, while the remaining 8.6% was influenced

by factors outside the study.

Keywords: Islamic Lifestyle, Brand Awareness, Social Media Marketing,

Purchasing Decisions.