Pengaruh Islamic Branding, Religiusitas, Lifestyle terhadap Keputusan Pembelian Skincare di Kabupaten Gresik

Abstract

For some people, skincare is included in the need. To meet these needs, there are cosmetic products that are specially formulated to treat skin health. Its not just one or two brands that skincare products. This is what makes consumers have to be wise in choosing skincare products. Judging on the phenomenon, the author conducted a study with a view to knowing the effect of Islamic Branding, Religiosity, Lifestyle on skincare purchasing decisions in Gresik Regency. The approach used in this study is a quantitative approach and uses an explanatory research type. The rresults of this study are that Islamic Branding has no effect on purchasing decisions for skincare ing Gresik Regency. Meanwhile, Religiosity and Lifestyle affect the purchase of skincare in Gresik Regency.

The Influence of Religiosity and Product Quality on Purchase Decisions for Muslim Clothing in ECommerce in Makassar City

“…This is caused by the religious nature of consumers. The attitudes and behavior of consumers when making decisions about world affairs, considering the affairs of the hereafter and their religious beliefs is called religiosity (Aliyah & Suryaningsih, 2021) .…”

“…So that religiosity has an impact on purchasing decisions. According to Esso and Dibb in (Aliyah & Suryaningsih, 2021) say that religiosity has a significant influence on consumer behavior in purchasing decisions. Because each individual has their own level.…”