Keywords
Brand Image
Purchase Decision
How to Cite
Abstract
Research aim: The purpose of this study was to find out the effect of Islamic advertising and brand image on Sasha's toothpaste product purchase decision on students at the University of Darussalam Gontor Female Campus.
Design/Methode/Approach: The research method used was quantitative, the sample was used by 143 respondents. Data collection techniques with questionnaire deployment and data analysis techniques use multiple linear regression analysis.
Research Finding: The results of this study showed that there was a positive and significant effect between Islamic advertising and brand image variables on the purchase decision of Sasha toothpaste products.
Theoretical contribution/Originality: Islamic advertising is one of the advertising offerings that are often used today. A brand image reflects a consumer's perception of a product or brand.
Practitioner/Policy implication: The important role of Islamic advertising and Brand image can influence a consumer's purchase decision, therefore this must be very concerning for companies to form an image and determine target consumers.
Research limitation: The limitations of this research are does not account for unexpected events like the current pandemic, this affects the limited number of respondents, so the respondents are only female students from the University of Darussalam Gontor.
References
Buchari Alma. (2016), Manajemen Pemasaran dan Pemasaran Jasa, Bandung. Alfabeta.
Dwi Wulandari. (2020) https://mix.co.id/marcomm/news-trend/belanja-iklan-semester-pertama-2020-tembus-rp-122-triliun/, Marketing Communication Marcomm.
Hasnan Hanif. (2018), Landasan syariah dalam etika periklanan, Nukhbatul Ulum: Journal of Islamic studies Vol.4, No.1, Sekolah Tinggi Ilmu Islam dan Bahasa Arab (STIBA) Makassar. Retrieved From https://journal.stiba.ac.id/index.php/nukhbah/article/.
Imam Ghozali. (2018), Aplikasi Analisis Multivariat dengan Program IBM SPSS 25, Semarang: Penerbit Universitas Diponegoro.
Lily Suhaily dan Syarief Darmoyo. (2017), Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust , Juornal Management Volume XXI, No. 2. Atmajaya Catholic University, Retrieved From https://ecojoin.org/index.php/EJM/article/.
Matsuki. (2021) “Update Sertifikasi Halal di Indonesia: Ekspektasi dan Kenyataan”, Kementrian Agama Republik Indonesia. Retrieved From https://www.kemenag.go.id/read/update-sertifikasi-halal-di-indonesia-ekspektasi-dan-kenyataan-8njgk.
Muhammad Fuad Abdul Baqi. (2017), Shahih Bukhari Muslim, Jakarta: PT. Elex Media Komputindo.
Noviani and Mursid. (2021), Pentingnya perilaku organisasi dan strategi pemasaran dalam menghadapi persaingan bisnis di era digital, Institut Agama Islam Negeri Pekalongan, Retrieved From https://ejurnal.poltekpos.ac.id/index.php/logistik/article/.
Philip Kotler dan Gary Amstrong. (2014), Principle of Marketing, edition 12 jilid 1 ,Translation: Bob Sabran, Jakarta: Erlangga.
Philip Kotler dan Kevin Lane Keller. (2012), Manajemen Pemasaran Jakarta: Erlangga, Translation: Benyamin Molan, Jilid 2.
Reza Fahmi (2018), Peningkatan pemahaman masyarakat tentang pentingnya mengkonsumsi produk halal, Universitas islam negeri imam bonjol padang, Retrieved From https://www.researchgate.net/publication/329673166.
Sugiyono (2018), Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung : Alfabeta.
V. Wiratna Sujarweni. (2014), SPSS Untuk Penelitian, Yogyakarta : Pustaka Baru Press.
Viva Budi Kusnandar. (2021), Indonesia, Negara dengan penduduk muslim terbesar dunia, Databooks, Retrieved From https://databoks.katadata.co.id/datapublish/2021/09/30/sebanyak-8688-penduduk-indonesia-beragama-islam.