Analisis Minat Beli Konsumen Raudhah Scarf Kudus: ditinjau dari Kredibilitas Brand, Islamic Advertising, dan Preferensi Konsumen

Hasna Nauvalin; Danang Kurniawan

doi:10.61132/nuansa.v2i3.1249

Authors

Hasna Nauvalin Institut Agama Islam Negeri Kudus
Danang Kurniawan Institut Agama Islam Negeri Kudus

DOI:

https://doi.org/10.61132/nuansa.v2i3.1249

Keywords:

brand credibility, islamic advertising, consumer preference, consumer purchasing interest

Abstract

This research aims to determine whether the variables of brand credibility, islamic advertising, and consumer preferences have an effect on the purchasing interest of Raudhah Scarf Kudus consumers, both partially and simultaneously. This research is a field study with a quantitative approach. The population used is the community of Kudus City. The sample size taken is 100 respondents. The results of the data analysis indicate that: 1) brand credibility does not affect consumer purchase interest, as shown by the t value of 0.258 < t table 1.98498. 2) islamic advertising has an effect on consumer purchase interest with a t value of 2.429 > t table 1.98498. 3) consumer preference influences consumer purchase interest with a t value of 5.820 > t table 1.98498. 4) brand credibility, islamic advertising, and consumer preference collectively influence consumer purchase interest with an f value of 69.443 > 2.70. The result of the adjusted R square is 0.675 or 67.5%. It can be concluded that the purchasing interest of Raudhah Scarf Kudus consumers is influenced by brand credibility, islamic advertising, and consumer preferences by 67.5%. Therefore, there are still 32.5% of other variables that can affect consumer purchasing interest.

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