DETERMINANTS AFFECTING PURCHASE INTENTION OF MODEST FASHION BRAND EL-ZATTA IN YOGYAKARTA

Diana Ulfa; Maesyaroh Dimyati

doi:10.47435/adz-dzahab.v10i1.3729

Diana Ulfa Universitas Muhammadiyah Yogyakarta
Maesyaroh Dimyati Universitas Muhammadiyah Yogyakarta

DOI: https://doi.org/10.47435/adz-dzahab.v10i1.3729

Keywords: Islamic branding, brand image, desain, product , El-Zata

Abstract

This study aims to determine the effect of brand awareness, Islamic branding, and product design on buying interest in modest fashion clothing brand Elzatta in Yogyakarta. The subjects in this study wereMuslim women who had been involved in purchasing interest in Elzatta brand modest fashion clothing and were domiciled in Yogyakarta The sample in this study were 216 respondents. The collection technique in this study uses non-probability sampling through purposive sampling so that the data sources are taken from respondents who are considered in accordance with the characteristics set by the researcher. Analysis This study uses multiple linear regression analysis with IBM SPSS 22 software. The results showed that partially brand awareness did not have a significant effect on buying interest, but simultaneously the variables of brand awareness, Islamic branding, and product design had a significant effect on consumer buying interest.

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