Digital Da'wah: The Role of Youtube in Enhancing Religious Literacy among Nahdlatul Ulama Youth

This article discusses how religious organizations use social media by focusing its analysis on Nahdlatul Ulama and its YouTube channel, NU Channel. Using a qualitative method, this study collected its required data through online observation of NU Channel. This article argues that the assumption that Nahdlatul Ulama is a religious organization that tends to be traditionalist and conservative towards technological developments is incorrect. Nahdlatul Ulama is willing to adopt the internet as a new medium for conveying its religious views. The findings show that Nahdlatul Ulama is adaptive to social media as seen its adoption of YouTube as a new medium of religious studies conducted online on NU Channel. All this show a digital transformation within Nahdlatul Ulama’ religious studies, which is traditionally identical with pesantren, direct learning method with kiai, and other conventional ways of education and learning.

This study focused on the phenomena or dynamics of the struggle for religious ideology that occur in the educational institutions (SMP/MTs and SMA/MA) of Muhammadiyah and Nahdlatul Ulama in East Java. Therefore, this study sought to see the internalization of the religious ideological values of Muhammadiyah and Nahdlatul Ulama in their education systems. Especially, when looking at clashes of religious thought that contain other ideologies (such as transnational (Salafi, Wahabi, and Shia), conservative/traditional, and reformist/modernist ideologies). This study used a qualitative approach and techniques for data collection used participatory observation, in-depth interviews, and documentation studies. The data analysis used the Miles, Huberman, and Saldana model consisting of four stages, namely, data collection, data condensation, data display, and conclusion. This study found that the educational institutions of Muhammadiyah and Nahdlatul Ulama have paradigmatic similarities, namely, ideology is positioned and functionalized as the motive and legitimacy of their educational actions and religious privileges. The expanding opportunities for dissemination and reproduction of other ideologies in their educational institutions are due to the very open nature of their religious understanding (Muhammadiyah has an understanding of Islamic Manhaji, and Nahdlatul Ulama has an understanding of Islamic mahzabi). Riset ini memfokuskan pada fenomena atau dinamika pergulatan ideologi keagamaan yang terjadi di kelembagaan pendidikan (SMP/MTs dan SMA/MA) Muhammadiyah dan Nahdlatul Ulama di propinsi Jawa Timur. Karenanya, riset ini berupaya melihat internalisasi nilai-nilai ideologis keagamaan Muhammadiyah dan Nahdlatul Ulama dalam sistem kependidikannya. Terutama ketika melihat benturan-benturan pemikiran keagamaan yang memuat ideologi lain (seperti ideologi transnasional (Salafi, Wahabi, dan Syi’ah), konservatif/tradisional, dan reformis/modernis). Riset ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data memakai observasi partisipasi, wawancara mendalam; dan studi dokumentasi. Analisis datanya memakai model Miles, Huberman, dan Saldana yang terdiri dari empat tahap, yaitu: koleksi data, kondensasi data, display data, dan kesimpulan. Riset ini menemukan, kelembagaan pendidikan Muhammadiyah dan Nahdlatul Ulama memiliki persamaan paradigmatik, yaitu: ideologi diposisikan dan difungsionalisasikan sebagai motif serta legitimasi tindakan kependidikan dan privelege keberagamaan mereka. Pembentangan peluang diseminasi dan reproduksi ideologi lain di kelembagaan pendidikan mereka, disebabkan sifat pemahaman keagamaan mereka yang sangat terbuka (Muhammadiyah berpahaman Islam Manhaji, dan Nahdlatul Ulama memiliki pemahaman Islam mazhabi).

Two major Islamic mass organizations in Indonesia which often differ in religious practices, often trigger gaps by pointing fingers at each other for right and wrong. In this regard, this study aims to analyze the differences in praying in Friday sermons among Nahdlatul Ulama and Muhammadiyah. The focus of research on the differences in the implementation of Friday sermons and hadiths about prayer in Friday sermons. The research method is a qualitative type with a case study approach with a focus on differences in prayers in Friday sermons between Nahdlatul and Muhammadiyah. Sources of research data are Nahdlatul Ulama and Muhammadiyah Deli Serdang officials. Data collection by observation, interviews and documentation. Data analysis with stages of data grouping, data interpretation and data presentation. The research findings explain that Nahdlatul Ulama and Muhammadiyah differ in the implementation of Friday prayers, such as the number of call to prayer, the technique of praying, the attitude of the congregation in praying. The hadiths used as arguments, namely Nahdlatul Ulama refer to authentic hadiths narrated by Muslim, Abu Daud, Tirmizi which show that one must raise one's hands when praying on the pulpit. Meanwhile, the hadith referred to by Muhammadiyah comes from authentic hadiths narrated by Muslim, Tirmizi and al-Nasa'i which show that one must lift the index finger when praying on the pulpit. Differences in the source of hadith as an argument is the cause of differences in the practice of religious rituals.

This chapter discusses how the lobbying and negotiation process between the Nahdlatul Ulama (NU) and the government in responding to the five-day school rules stipulated in Permendikbud No. 23 of 2017 concerning School Day until finally Presidential Regulation No. 87 of 2017 concerning Strengthening Character Education (PPK). NU rejects the existence of the five-day school rule because it considers it would destroy the existence of Madrasah Diniyah (Madin) which has long been maintained by NU as a bastion of morality as well as an educational institution that maintains the noble values of Indonesia. Data collection methods used are through primary and secondary data collection in the form of interviews, news analysis, books, and related journals. Various efforts were taken by NU to abolish the five-day school obligation including discussing with Muhammadiyah and lobbying and negotiating with President Joko Widodo. In the process, NU used more Direct Lobbying and Negotiation strategies compared to Muhammadiyah, which in turn led to NU's beneficial results starting from the amendment of the five-day school regulation which was then stipulated in Perpres 87/2017 until NU's success in strengthening Madin's existence through government funding for support the Character Education Program.

Purpose: This study investigates the digital strategies employed by Nahdlatul Ulama (NU) and Muhammadiyah, two of Indonesia's largest moderate Islamic organisations, in countering radicalism on social media. The research aims to evaluate the effectiveness of these strategies in reaching and influencing the younger generation, particularly in the context of growing radical content online. Methodology: A qualitative approach was utilised, involving direct observation of social media content, in-depth interviews with key figures from NU and Muhammadiyah, and a review of relevant literature. The study also included interviews with Generation Z students to gauge their responses to the digital strategies of these organisations. Findings: The study found that NU's innovative approach, particularly through creative social media campaigns like "Merah Putih vs. Radikalisme" on YouTube, has been more effective in capturing broad public attention and reinforcing moderate Islamic narratives. In contrast, Muhammadiyah's more relaxed approach, while meaningful, has not achieved the same level of impact among younger audiences. However, Muhammadiyah's digital applications like SalamMu and Edumu contribute significantly to promoting moderate Islam and countering radical influences. Research Implications: The findings underscore the importance of continuous innovation in digital strategies for religious organisations to maintain relevance and effectiveness in combating radicalism. The study suggests that both NU and Muhammadiyah need to refine their approaches further to better engage with the younger generation, who are more susceptible to radical ideologies online. Originality/Value: This research contributes to the understanding of the intersection between religion and digital technology in a predominantly Muslim society. It provides unique insights into how moderate Islamic organisations can leverage social media to counter radicalism and foster a culture of tolerance and inclusivity in the digital age. The study also highlights the potential and limitations of current strategies, offering a foundation for future research and policy development in digital counter-radicalism efforts.

In recent times in Indonesia, the outlook and attitudes of a person or group of people with religious devotion are likely to be severe, extreme, and intolerant. Furthermore, some are too liberal. Based on the phenomenon, the authors were moved to seek a solution of a sensible way of view and religious attitude (taking a middle and peaceful path) through religious moderation performed by the Nahdlatul Ulama and the Muhammadiyah. This type of research is field research with a qualitative approach, and the method used is a comparative description. A combination of interviews, observation, and documentary studies do the writer’s data collection. As for the analysis, the authors used descriptive analytic data analysis techniques. According to research, Nahdlatul Ulama is an Islamic organization practicing modernity and religion, accommodating tradition and culture, culinary activity, and its deep-rooted message base. In comparison, Muhammadiyah’s religious moderation was performed through Muhammadiyah charity enterprises in formal education, health, and religious dialogue. Nahdlatul Ulama and Muhammadiyah, in certain aspects, are different, though not principles, only branches in the doctrine of Islam. When it comes to religious moderation, both are moderate, having a tolerant attitude with members of other faiths and those of differing religious people, being impartial and neither extreme.

In preaching Islam and political propaganda, there are various ways that are carried out by each group in the organization. Every Islamic organization such as Muhammadiyah, NahdlatulUlama (NU), etc., has a different style of da?wah. Muhammadiyah in its political mission used high political methods, not the party, while NU in its history through practical political channels. Although initially the methods carried out did not directly use political parties, which were packaged through recitations and routine activities, but in its development he established political parties. The same is true of the NU women?s organization, Muslimat NU. The mission of this organization is to build community and Muslim faith. But in practice he entered practical territory as a form of translation of his mission. From the aforementioned phenomena, the purpose of this research is to understand the expression model of political underwriting carried out by Muslimat NU. This research was conducted using a qualitative approach. Data collection uses observation, interviews, and documentaries. The data analysis was carried out using the Interactive analysis model of Miles, Huberman, Saldana.

ABSTRAKPenelitian ini bertujuan untuk mengeksplorasi metode penentuan awal bulan Kamariah di Indonesia, serta menganalisis pandangan Nahdlatul Ulama, Muhammadiyah, dan Pemerintah dalam konteks Maqashid Syariah. Metode penelitian yang digunakan adalah library research dengan pendekatan deskriptif-analitis. Data diperoleh melalui dokumentasi dan analisis dokumen terkait penentuan awal bulan Kamariah oleh ketiga entitas tersebut. Analisis data dilakukan dengan pendekatan kualitatif menggunakan teknik analisis isi. Hasil penelitian mengungkapkan dua metode umum penentuan awal bulan Kamariah di Indonesia, yakni rukyat dengan mata telanjang dan rukyat dengan teknologi, serta hisab yang mencakup hisab urfi, hisab hakiki (hisab taqribi, hisab tahqiqi, dan hisab kontemporer). Nahdlatul Ulama menggunakan metode rukyat dengan mazhab rukyah fi wilayah al-hukmi, dengan penggunaan hisab sebagai pembantu. Muhammadiyah menerapkan hisab hakiki wujudul hilal dengan mazhab matla’ fi wilayah al-hukmi, sementara Pemerintah menggunakan metode imkannur rukyah dengan kriteria baru MABIMS 3-6,4 dan prinsip wilayatul hukmi. Berdasarkan perspektif Maqashid Syariah, Nahdlatul Ulama menekankan ketaatan kepada Ulil Amri selagi tidak bertentangan dengan syariat sebagai maqashid syariah. Muhammadiyah melihat peralihan dari rukyat ke hisab sebagai bagian dari maqashid syariah, sementara Pemerintah menganjurkan sidang isbat dan penyatuan kalender Islam secara nasional sebagai upaya mencapai maqashid syariah. Solusi alternatif melibatkan perlunya Kalender Islam Global Tunggal, penerapan teori Mutakammilul Hilal, dan legislasi terkait hisab rukyat sebagai langkah progresif. Penelitian ini memberikan kontribusi signifikan untuk memahami perbedaan pandangan dan kerangka kerja yang mendasari penentuan awal bulan Kamariah di Indonesia dari perspektif Maqashid Syariah.Kata kunci: Pandangan Ulama, Bulan Kamariah, Maqashid Syariah. ABSTRACTThis research aims to explore the methods used to determine the beginning of the Kamariah month in Indonesia and analyze the perspectives of Nahdlatul Ulama, Muhammadiyah, and the Government in the context of Maqashid Shariah. The research method employed is library research with a descriptive-analytical approach. Data is obtained through documentation and analysis of documents related to the determination of the beginning of the Kamariah month by these three entities. Data analysis is conducted using a qualitative approach with content analysis techniques. The research findings reveal two common methods for determining the beginning of the Kamariah month in Indonesia: observation with the naked eye (rukyat) and technological observation (rukyat with technology), as well as calculation methods (hisab), including hisab urfi, hisab hakiki (hisab taqribi, hisab tahqiqi, and hisab kontemporer). Nahdlatul Ulama uses the observational method with the rukyah fi wilayah al-hukmi school, with the use of hisab as a complementary tool. Muhammadiyah employs the authentic calculation method, wujudul hilal, with the matla’ fi wilayah al-hukmi school, while the Government uses the imkannur rukyah method with the new criteria MABIMS 3-6.4 and the principle of wilayatul hukmi. From the perspective of Maqashid Shariah, Nahdlatul Ulama emphasizes obedience to Ulil Amri as long as it does not contradict Shariah as a maqashid shariah. Muhammadiyah sees the transition from observation to calculation as part of maqashid shariah, while the Government advocates for isbat sessions and the national unification of the Islamic calendar as efforts to achieve maqashid shariah. Alternative solutions involve the necessity of a Single Global Islamic Calendar, the implementation of the Mutakammilul Hilal theory, and legislation related to the calculation and observation of the crescent moon as progressive steps. This research significantly contributes to understanding the differences in perspectives and frameworks that underlie the determination of the beginning of the Kamariah month in Indonesia from the Maqashid Shariah perspective.Keywords: Ulama's Perspectives, Kamariah Month, Maqashid Shariah.

The dynamics of da'wah and social and cultural change/disruption, especially since the middle of the last century, have challenged major civic organizations such as Nahdlatul Ulama (NU). The Nahdlatul Ulama is often considered a conservative organization, unprogressive, and even often stigmatized, but this organization continues to fly its wings and capture the code of change. This study examines the dynamics of Nahdlatul Ulama's da'wah method, especially in the deal with changes and socio-cultural disruptions. This paper uses qualitative methods with a transdisciplinary approach. It consists of a sociological, historical, and cultural approach, mainly emphasizing integrating da'wah and communication science. The subjects of this study are the Chairmen at PBNU for the 2015-2020 period—data analysis in this study by data reduction, display, conclusion, and verification. The results of this study expose: (1) The era of disruption has a tremendous impact on the da'wah method (2) Nahdlatul Ulama utilizes digital da'wah Media, such as social media (Twitter, Facebook, Instagram, Youtube, and Google Plus), NU Online, 146 Chanel, Aswaja TV, Nutizen, Islamic.com, and Film. (3) Nahdlatul Ulama's da'wah materials contain: countering fundamentalism, radicalism, terrorism, and Wahabism by strengthening aswaja content, ukhuwah trilogy (ukhuwwah bashariyyah, ukhuwwah wathaniyyah, ukhuwwah Islamiyyah). (4) Nahdlatul Ulama continues to revive slametan, praise, tahlilan, dhikr after prayer, maulid nabi, berzanji, halal bi halal, sarong, skullcap, turban, blangkon, istighasah, recitation, pilgrimage, haul, and bahth al-masa'il.

The current radicalism movement has occurred in Indonesia. The emergence of this radical concept was caused by the existence of a group of Muslims who wants to purify religious teachings during the pre-independence period until now. In Bondowoso, this concept enters through children in elementary school (SD). from that incident, the two Islamic Community Organizations (Ormas) in Bondowoso; Nahdlatul Ulama and Muhammadiyah opposed, rejected the existence of this concept.
 This research is descriptive qualitative based on case studies using the method of selecting subjects and data collection techniques through observation, interviews and documentation.
 Based on the results of this research, it can be concluded that the preaching strategies of Nahdlatul Ulama and Muhammadiyah in counteracting radicalism in Bondowoso Regency are (1) both Nahdlatul Ulama and Muhammadiyah provide the understanding to all administrators related to radicalism. (2) Nahdlatul Ulama invites all components to be aware of radicalism movements at all levels, while Muhammadiyah through social media. (3) Nahdlatul Ulama held a Cadre Education for the Movement of Nahdlatul Ulama (PKPNU) and Muhammadiyah held regular studies. (4) Nahdlatul Ulama conducts Da'wah Cadre Training (PKD), Pancasila cadre training and Muhammadiyah conducts social da'wah. (5) Nahdlatul Ulama conducts recitation, seminars and Muhammadiyah through Friday sermons.

The study focuses on moderate character education in Islamic educational institutions, especially those based on Islamic organizations such as Nahdlatul Ulama, Muhammadiyah, and Syarikat Islam. The study aims to reveal the moderate values of Islamic education institutions and their implementation in educational activities. The research uses a qualitative multisite approach, with data collection techniques through field observations, interviews, and documentation. This study includes Islamic educational institutions based on religious organizations, namely Nahdlatul Ulama, Muhammadiyah, and Syarikat Islam. Research locations are 1) Education and Social Foundation, Khadijah High School, East Java, as an Islamic educational institution based in Nahdlatul Ulama; 2) Muhammadiyah Boarding School, Yogyakarta; and 3) Cokroaminoto School, Surakarta, Central Java. The researchers performed data analysis using modified analytic induction analysis. Data analysis follows the stages of condensation, data display, verification, and conclusion. The results of this study show that each educational institution has moderate character values: 1) tawasuth; 2) tawazun; and 3) ta'addul/I'tidal. These values are embodied in learning to form a moderate Muslim character and become the mercy to the whole world (rahmatan lil alamin).

The research used in this study is explorative qualitative research that aims to reveal the views of Nahdlatul Ulama (NU) and Muhammadiyah figures on waqf futures. The research sample is Nahdlatul Ulama and Muhammadiyah figures. The data collection techniques used are interviews and documentation. The data analysis technique uses coding techniques (open coding, pivoted coding and selected coding). The results of data analysis obtained conclusions on research totaling 10 Islamic figures, 5 people came from Nahdlatul Ulama figures and 5 people came from Muhammadiyah figures, it was found that most of the subjects agreed with the existence of term waqf, by looking at the advantages or benefits possessed from this term waqf greater and many benefits compared to the disadvantages, but with a note that good management must be in accordance with existing laws and regulations and supported by all parties both from the government, waqf institutions, community organizations, community leaders to the wider community. As for the small part of those who disagree with term waqf, it is because in essence the meaning of waqf is to stop, so if the waqf is termed, the meaning of waqf itself will be lost. The next reason is that term waqf has a weakness in intention, meaning that people are still half-hearted about waqf, moreover it is very difficult in terms of administration. Translated with www.DeepL.com/Translator (free version)Keyword: Nahdlatul Ulama (NU), Muhammadiyah, waqf term

As the largest Islamic organization in Indonesia, Nahdlatul Ulama (NU) plays a major role in maintaining the country's diversity. As we know, intolerance among Indonesians has become a major problem for the nation. This research examines how NU constructs and spreads the value of tolerance through its online media, called “NU Online.” The theory of the social construction of reality, written by Berger and Luckmann, is used as a theoretical framework to depict internalization, objectification, and externalization processes in NU Online while constructing and spreading tolerance issues. Data were collected using a qualitative method, interviewing NU Online's members and editorial teams. The results of this study show that NU has an organizational value that regards tolerance as an important aspect of religious life. Moreover, the Islamic value of NU became a behavioral basis for all NU members, including members of NU Online. This value is called Ahlusunnah Waljamaah. Since becoming NU members, they have been internalized by the Ahlusunnah Waljamaah as a core value of the organization. Furthermore, in NU Online, this value spreads to the public through objectification and externalization processes.

The rise of the digital world poses a challenge to the position of religious organizations. This is evident in the emergence of new authorities, both individuals and groups, outside traditional religious structures. Nahdlatul Ulama (NU), a mainstream traditional organization, has also been impacted by this shift. However, several studies indicate that NU has effectively adapted to various challenges and situations over time. This analysis focuses on how NU, as a representative of traditional mainstream Islamic organizations, has repositioned itself in response to the digital era, using the example of its activities in Mojokerto. This work addresses two key issues: first, how NU adapts to the presence of social media; second, what strategies NU employs to reposition itself in the face of these new challenges on social media. To explore these questions, this work employs a qualitative methodology, collecting data through interviews, observations, and documentation. The data is then analyzed and presented using a digital religion approach. The findings suggest that NU has repositioned itself in two main ways. First, through adaptation, by adopting and actively using social media platforms such as Facebook, Instagram, and YouTube via the organization’s official accounts. Second, through a form of resistance, by having NU activists engage on social media without prominently displaying their organizational affiliation.

This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. The sample in this study were 105 respondents who were willing and willing to take the time to fill out a questionnaire that was taken using purposive and convience sampling methods. Data collection using a questionnaire. Data analysis was performed by multiple linear regression with SPSS 17.00 software. The results of this study indicate that merchandise has an effect on consumer purchasing decisions with a significance value of 0.002, while the t table is 3.260, so the value of t count is greater than the t table. Store location does not have a significant effect on purchasing decisions at the Bintang Aquarium Solo Shop, as evidenced by a significance value of 0.551 while t count 0.598, the t value is smaller than the t table value. Employee service is not significant towards consumer purchasing decisions at Bintang Aquarium Solo Shop, as evidenced by the t value of 1.450 while the significance value is 0.150, so the value of t count is smaller than t table. Price affects consumer purchasing decisions at the Bintang Aquarium Solo shop, as evidenced by the t value of 2,400, while the significance value is 0.018, so the value of t is greater than the value of t table.
 This study aims to analyze the effect of the store image of an ornamental fish shop which consists of merchandise variables, shop location, employee services, and prices on consumer purchasing decisions. T