INTEGRATION OF ISLAMIC IDENTITY-MODERNITY: THE ROLE OF FASHION AND BRAND ON STUDENT HALAL LIFESTYLE

This study aims to determine: (1) the influence of celebrity endorsers on Wardah cosmetic purchasing decisions, (2) the influence of brand image on Wardah cosmetic purchasing decisions, and (3) the influence of celebrity endorsers and brand image on Wardah cosmetic purchasing decisions.This study uses a quantitative approach by collecting data through survey methods. The population in this study are consumers who have purchased and used Wardah cosmetics in Palembang City. The sample collection technique used purposive sampling method with criteria that included consumers who had purchased and used Wardah cosmetics in Palembang City and were aware of Wardah's advertisements. The sample is a minimum of 110 respondents with data collection techniques using a questionnaire through Google Form. Data analysis techniques in this study used descriptive analysis techniques, classical assumption test, multiple linear regression and hypothesis testing. The test was carried out using the help of SPSS 23.The results of this study indicate that: (1) celebrity endorser has a positive effect on purchasing decisions, as evidenced by the tcount value of 5.613 with a significance value of 0.000, less than 0.05 and the regression coefficient having a positive value of 0.562; (2) brand image has a positive effect on purchasing decisions, as evidenced by the t-value of 3.900 with a significance value of 0.000 less than 0.05 and a regression coefficient of 0.375; (3) celebrity endorser and brand image simultaneously have a positive effect on purchasing decisions, as evidenced by the Fcount of 36,390 with a significance value of 0.000 less than 0.05.

Seeing the condition of Indonesian society, which is predominantly Muslim, presents a great opportunity for the development of Muslim fashion because the interest of every Muslim in Muslim fashion products is starting to increase, and the advancement of technology has also helped in the marketing of Muslim fashion products. This research aims to analyze the influence of halal lifestyle, fashion trends, and viral marketing on the purchasing decisions of Muslim clothing by generation Z in Bangkalan City. This research uses a quantitative method with multiple linear regression analysis techniques and classical assumption tests. The data used are primary data collected through the distribution of questionnaires. The research sample consisted of 107 respondents who met certain criteria using purposive sampling technique. The research results show that halal lifestyle and viral marketing partially influence purchasing decisions, while fashion trends do not affect the purchasing decisions of Muslim clothing. The coefficient of determination test results showed that halal lifestyle, fashion trends, and viral marketing simultaneously have a 48.6% influence on the purchasing decisions of Muslim clothing. This research can provide insights to Muslim fashion business practitioners to develop more effective marketing strategies to succeed in the Muslim fashion market.

This study aims to determine the effect of brand image and sharia promotion on people's decisions to become members of KSPPS BMT UGT Nusantara Capem Tegaldlimo. This study uses a quantitative approach with data collection using a questionnaire. The sampling method in this study used random sampling with a sample size of 60 members of KSPPS BMT UGT Nusantara Capem Tegaldlimo. The accumulation of data used in this study is primary data from the questionnaire. The data analysis method used is Validity Test, Reliability Test, Classical Assumption Test (normality test, heteroscedasticity test, and multicollinearity test) and multiple linear regression (t test, f test, r2 determination). The partial test results show that the t-value x1 is 4.743 > t-table value 2.002 and x2 t-value 2.428 > t-table value 2.002, meaning that brand image and sharia promotion have a significant effect on the decision to become a member of KSPPS BMT UGT Nusantara Capem Tegaldlimo and simultaneously show a calculated f-value of 56.893 > f-table value 3.16, so brand image and sharia promotion have a significant effect on the decision to become a member of KSPPS BMT UGT Nusantara Capem Tegaldlimo.

Fashion and clothing style is one of the most basic everyday human needs. Clothing is not only a necessity, but also reflects the lifestyle of a particular group of people and expresses their true personality and identity. may be affected. The purpose of this study is to explain the influence of fashion trends and brand image on young people's preferences for hijabs. It is intended for This research uses the library survey method or library survey. Some of the results of this study indicate that the influence of fashion trends and brand image on young people's headscarf preferences is a powerful tool for young consumers' self-expression and shopping needs.
 Keywords: Preferences, Brand Images, Fashion Trend, Hijab

This research aims to determine the influence of brand awareness, brand image and lifestyle on buying intention in Lanccelot watch products in Karawang. This research uses quantitative research with hypothesis testing. The sample used in this research was 100 Lanccelot watch consumers in Karawang. The analytical tools used in this research are multiple linear regression analysis, coefficient of determination (R2), partial correlation coefficient, t test, f test, and classical assumption test using SPSS version 20 statistical software. The main data in this research comes from a questionnaire. The results of this research prove that brand awareness influences intention in purchasing Lanccelot watch products in Karawang. Brand image influences intention in purchasing Lanccelot watch products in Karawang. Likewise, lifestyle influences intention in buying Lanccelot watch products in Karawang. Brand awareness, brand image and lifestyle simultaneously influence intention in purchasing Lanccelot watch products in Karawang.

The aim of this research is to determine the influence of brand image and word of mouth on purchasing decisions for wardah cosmetic products among students at the Faculty Of Islamic Economics and Business at UIN Raden Fatah Palembang. The type of research used is quantitative research. The data analysis techniques used in this research are validity and reliability testing, classical assumption testing and hypothesis testing. The research result show that brand image has a positive and significant effect on purchasing decisions, word of mouth has a positive and significant effect on purchasing decision. Brand image and Word of mouth simultaneously have a positive and significant effect on purchasing decisions.

This research aims to explore the influence of product quality, product diversity and brand image on customer satisfaction at Indomaret Kampung Belimbing. The research method uses a descriptive type with a quantitative approach. The population is individuals who made purchases at Indomaret Kampung Belimbing during 2023, the number of which cannot be known with certainty. As a sample selection method, this research used the Lameshow formula, and finally, 100 respondents were selected through a purposive sampling method. Data analysis involves multiple linear regression, including steps such as data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of multiple linear regression analysis show that product quality has an influence of 24.0% on customer satisfaction, product diversity has an influence of 22.7%, and brand image has an influence of 22.2%. The coefficient of determination (R2) shows that overall, product quality, product diversity, and brand image can explain 72.3% of the variation in customer satisfaction. The t test and F test confirm that product quality, product diversity and brand image have a positive and significant influence, both partially and simultaneously, on customer satisfaction at Indomaret Kampung Belimbing.

IntroductionHumans have two primary needs: basic and secondary needs. Women in particular have distinct needs related to their appearance. Cosmetics serve not only to beautify but also to care for the body from head to toe. Many women incorporate cosmetics into their daily routines and use them from morning to night.ObjectivesThe objective of this study is to determine the influence of halal label, price, and brand image on purchasing decisions for cosmetics among female students at UIN KHAS Jember.MethodThis quantitative research employed multiple linear regression analysis. The sample size was determined using Slovin's formula and data were collected through questionnaires distributed to a selected sample of students. The study analyzed the validity, reliability, and classical assumption tests (normality, heteroskedasticity, and multicollinearity) and used multiple linear regression to assess the impact of the independent variables (halal label, price, and brand image) on the dependent variable (purchase decision).ResultsThe findings reveal that halal label and brand image positively influence the purchasing decisions of cosmetic products. These results indicate that students at UIN KHAS Jember consider halal label, price, and brand image as determinants when making cosmetic purchase decisions.ImplicationsThis study highlights the importance of halal labeling in reducing consumer doubts about product halal status, particularly for Muslim consumers who use cosmetics daily. The positive impact of brand image suggests that students are influenced by the reputation and perceived quality of cosmetic brands. These findings also suggest that competitive pricing strategies can significantly affect purchase decisions.Originality/NoveltyThis study provides insights into the factors influencing cosmetic purchase decisions among Muslim students, emphasizing the role of halal certification. This study contributes to the understanding of consumer behavior in the context of halal products, which is critical for marketers targeting Muslim consumers.

This study aims to explore the influence of consumer behavior, brand image and influencers on Shopee purchasing decisions in Batam. The population in this study are individuals who use or buy Maybelline brand face powder through Shopee which is not known for certain. To determine the sample, the Jacob Cohen formula was used which resulted in 204 respondents selected using purposive sampling. The data collected for this research was obtained through distributing questionnaires. The data analysis method applied is multiple linear regression. Next, the data is tested through quality tests, classical assumption tests, influence tests and hypothesis tests. The results of the t test show that consumer behavior has a partially positive and significant effect on purchasing decisions. Brand image has a partially positive and significant effect on purchasing decisions. Influencers have a partial positive and significant influence on purchasing decisions. The results of the F test found that consumer behavior, brand image and influencers simultaneously have a positive and significant effect on purchasing decisions.

This study investigates the influence of digital marketing strategy and brand image on consumer purchase intention at Warehouse Coffee Container in Panam, Pekanbaru, where competition among coffee shops continues to intensify. Digital marketing has become a crucial channel to reach consumers, while brand image strongly shapes consumer perceptions and purchase behavior. A quantitative explanatory design was applied, with data collected from 120 consumers selected through purposive sampling. Questionnaires were distributed to measure perceptions of digital marketing strategy, brand image, and purchase intention. Data analysis was conducted using SPSS, employing validity and reliability tests, classical assumption tests, and multiple linear regression to test the proposed hypotheses. The results demonstrate three major findings: digital marketing strategy has a positive and significant effect on consumer purchase intention, brand image also positively and significantly influences purchase intention, and digital marketing strategy significantly enhances brand image. Furthermore, the joint influence of digital marketing strategy and brand image was found to be significant in determining purchase intention. This study provides both theoretical and practical contributions. Theoretically, it extends evidence on the role of marketing strategies in shaping consumer behavior within the food and beverage industry. Practically, it emphasizes that effective digital marketing combined with a consistent brand image can strengthen competitiveness, attract more consumers, and increase purchase intention in the highly competitive coffee shop market

Digital transformation in the Industrial Revolution 4.0 era has driven the banking sector, including BSI, to offer technology-based services such as the BYOND by BSI application. Generation Z is the main target due to their high digital engagement. However, their interest and understanding of Islamic banking remain varied, especially in Tegal City, where participation is still low despite a Muslim majority. This study analyzes the influence of digital marketing, brand image, and service quality on Generation Z’s decision to use BSI services in Tegal City. This research employed a quantitative approach with a survey method and associative causal type. The population comprised Generation Z aged 18–28 years, with a sample of 96 respondents selected through purposive sampling. Data were collected using a questionnaire with Likert scale and analyzed through validity, reliability, classical assumption tests, multiple linear regression, and hypothesis testing with SPSS. The results indicate that digital marketing and service quality have a positive and significant effect on Generation Z’s decision to use BSI services, while brand image does not have a significant partial effect. However, simultaneously, the three variables have a positive and significant influence. These findings suggest that strengthening digital marketing strategies and improving service quality are dominant factors in influencing young customers’ decisions.

This research aims to determine the influence of brand awareness, brand ambassador, brand image and brand trust on consumer purchasing decisions on the Shopee digital platform. This type of research is quantitative. The population in this research are Shopee service users at the Faculty of Economics and Business, Riau Islands University. The sampling technique used purposive sampling with a total sample of 86 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used in this research is classical assumption testing and multiple linear regression and hypothesis testing using the IBM SPSS V 25 application. Based on this research, it shows that brand awareness, brand image and brand trust have a positive and significant effect on purchasing decisions, while brand ambassadors have no positive and insignificant effect on purchasing decisions. And simultaneously the four variables have a positive and significant effect on purchasing decisions.

Consumers will make purchasing decisions about a product influenced by several things, namely, price and consumers can make purchasing decisions. This is the company's main goal in making a profit. Apart from price, what influences purchasing decisions is brand image, where brand image plays an important role in a decision to purchase a Vivo cellphone. The formulation of the problem in this research is 1. Does price influence the decision to purchase Vivo cellphones at Griya Satria Cibeber Housing, 2. Does brand image influence the decision to purchase Vivo cellphones at Griya Satria Cibeber Housing, 3. Do price and brand image influence purchasing decisions Vivo cellphone at Griya Satria Cibeber Housing Complex. This research aims to find out how influential price and brand image are on purchasing decisions for Vivo cellphones. The analysis method used is quantitative descriptive analysis and uses a survey method of 60 respondents. The data collection technique uses an instrument in the form of a questionnaire. Data analysis uses classical assumption tests, multiple linear regression and coefficient of determination analysis. Based on the results of the hypothesis test, the value tcount > ttable (3,455 > 2,542) and the significant value 0.001 < ɑ (0.05), then H0 is rejected and Ha is accepted. Based on the significance test, it was found that there is a significant influence between the price variable (X1) on purchasing decisions (Y). And the value of tcount > ttable (4,593 > 2,542) and the significant value is 0.000 < ɑ (0.05), then H0 is rejected and Ha is accepted. Based on the significance test, it was found that there is a significant influence between the brand image variable (X2) on purchasing decisions (Y).

Having a strong brand image is a must for every company because corporate image is the most valuable asset. A strong brand image can develop a corporate image by carrying the company name. A positive brand image will create a good impression on the minds of passengers in consuming a brand. One impressed form of a brand image is PT. Sea lion. Knowing the partial effect of advertising on the buying interest of Lion Air airline passengers at Tjilik Riwut Palangka Raya Airport. Knowing the effect of brand image partially on the buying interest of Lion Air airline passengers at Tjilik Riwut Palangka Raya Airport. Knowing the influence of advertising and brand image simultaneously on the buying interest of Lion Air airline passengers at Palangka Raya Airport. This research is a quantitative research, data sources used are primary data and secondary data. This research was conducted on 25 February - 10 March 2023 and was carried out at Tjilik Riwut Airport in Palangka Raya, Central Kalimantan. The population in this study were passengers who used Lion Air services through Tjilik Riwut Palangka Raya Airport. The total population in this study is 9,893,130 passengers in 2021. With a research sample of 100 using the simple random sampling technique. Data collection techniques are surveys, literature studies, research instruments. The research instrument test is the validity test and reliability test. Data analysis tests used in this study include: classical assumption test and hypothesis testing, hypothesis testing consists of multiple linear regression tests, T tests, F tests, and tests of the coefficient of determination. Based on the results of the data that has been processed by researchers in this study, it is concluded that H1 is accepted, meaning that there is a significant partial effect between the advertising variable (X1) on purchase intention (Y), H2 being rejected means that there is no influence of brand image variable (X2) on purchase intention ( Y) explains that brand image (X2) has no effect on purchase intention (Y), because if a company or airline only has attractive advertisements (X1) but does not have a good brand image in the eyes of passengers, it will not affect purchase intention (Y). , but if employees are exposed to advertising problems (X1) and brand image (X2) it will only affect purchase intention (Y), the results of the F Test simultaneously the advertising variable (X1) and brand image (X2) do have an influence on buying interest, and advertising and brand image variables have an influence of 0.571 or 57.1% on the buying interest of Lion Air airline passengers

The formulation of the problem in this study 1. Is there an influence of product, promotion and brand image on the purchasing decision of Polytron Ac in Sukarami District. 2. Is there an influence of product influence on the purchasing decision of Polytron ac in Sukarami sub-district 3. Is there any influence of promotion on the purchasing decision of polytron ac in Sukarami sub-district 4. Is there an influence of brand image on buying decision of polytron ac in Sukarami sub-district? This type of research is associative. The sample used was 100 residents in the Sukarami sub-district using a purposive sampling technique. The data used in this study are primary and secondary data. The data collection method used is through a questionnaire (questionnaire) and documentation. The data analysis technique used is Multiple Linear Regression Analysis. The results of this study indicate 1. There is an influence of product, promotion and brand image on purchasing decisions for Polytron Ac in Sukarami District. 2. There is an influence of the product on the purchasing decision of Polytron Ac in Sukarami District 3. There is an Influence of Promotion on the Purchase Decision of Polytron Ac in Sukarami District 4. There is an Influence of Brand Image on the Purchase Decision of Polytron Ac in Sukarami District.