RELIGIOSITY DAN BRAND IMAGE: PENGARUHNYA TERHADAP PURCHASE INTENTION PADA BRAND HANZIRA: Survei terhadap Followers Instagram @hanzira__

    Halim Yoga Saputra, - and Heny Hendrayati, - and Arief Budiman, - (2025) RELIGIOSITY DAN BRAND IMAGE: PENGARUHNYA TERHADAP PURCHASE INTENTION PADA BRAND HANZIRA: Survei terhadap Followers Instagram @hanzira__. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Masalah yang diangkat pada penelitian ini terkait minat beli pada merek fesyen lokal Hanzira. Masalah minat beli direpresentasikan dengan menggunakan variabel Purchase Intention (Y). Data sekunder dari Hanzira menunukkan adanya kenaikan pembelian dari tahun 2021 hingga 2024 dengan angka penjualan tertinggi di tahun 2024. Meskipun berada pada angka tertingginya, total penjualan Hanzira dalam satu tahun masih kalah jauh jika dibandingkan dengan merek fesyen lokal favorit masyarakat Indonesia seperti Rabbani, Zoya, Elzatta, dan Azzura. Variabel independen pada penelitian ini menggunakan Religiosity dan Brand Image sebagai variabel yang dianggap dapat mengatasi masalah yang direpresentasikan dengan Purchase Intention pada variabel (Y). Populasi yang akan digunakan pada penlitian ini adalah pengikut Instagram @hanzira__ dengan usia 18-45 tahun. Pengikut Instagram digunakan sebagai populasi pada penelitian ini karena sudah dianggap memiliki ketertarikan terhadap Hanzira sehingga relevan dengan topik penelitian ini. Penelitian ini akan akan menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif untuk menjawab rumusan masalah dengan menjelaskan tanggapan responden terhadap topik penelitian dengan metode deskriptif, lalu memastikan hubungan di antara variabel dengan metode verifikatif. The problem raised in this research is related to buying interest in the local fashion brand Hanzira. The Purchase Intention problem is represented using the Purchase Intention variable (Y). Secondary data from Hanzira shows an increase in purchases from 2021 to 2024 with the highest sales in 2024. Even though it is at its highest, Hanzira's total sales in one year are still far behind when compared to Indonesians' favorite local fashion brands such as Rabbani, Zoya, Elzatta, and Azzura. The independent variables in this study use Religiosity and Brand Image as variables that are considered to be able to overcome the problems represented by Purchase Intention in variable (Y). The population that will be used in this research is @hanzira__'s Instagram followers aged 18-45 years. Instagram followers are used as the population in this study because they are considered to have an interest in Hanzira so that they are relevant to the topic of this research. This research will use a quantitative approach with descriptive and verification methods to answer the problem formulation by explaining respondents' responses to the research topic with descriptive methods, then ensuring the relationship between variables with verification methods.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=xi6O3YsAAAAJ ID SINTA Dosen Pembimbing Heny Hendrayati: 5994544 Arief Budiman: 5992927
    Uncontrolled Keywords: Religiosity, Brand Image, Purchase Intention, fashion, lokal Religiosity, Brand Image, Purchase Intention, fashion, local
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Halim Yoga Saputra
    Date Deposited: 15 Sep 2025 03:48
    Last Modified: 15 Sep 2025 03:48
    URI: http://repository.upi.edu/id/eprint/139097

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