ISLAMIC MARKETING ON PURCHASE DECISIONS FOR JAMBI BATIK PRODUCTS FOR LOCAL BUSINESS SUSTAINABILITY Rafidah, Apriyan Saputra
Faculty of Islamic Economics and Business
UIN Sultan Thaha Saifuddin Jambi
Abstract
Objective : This study aims to determine the influence of Islamic Marketing on the decision to purchase Jambi Cempaka Putih Batik Products seen from product, price, promotion and location factors in an effort to sustain local businesses.
Methods : This study uses a quantitative approach with data collection methods through primary data, questionnaires (questionnaires) and documentation. The population is all consumers or customers who buy Jambi Cempaka Putih batik products. The sample using purposive sampling technique as many as 100 respondents. The test used to test the research instrument in the form of multiple linear regression analysis, namely normality test, multicollinearity test, and heteroscedasticity test. Hypothesis test using F test and T test.
Results : The results obtained on the product variable have no significant effect , the price variable has a significant positive effect, the promotion variable has a negative but significant effect , the place variable has a positive and significant effect on purchasing decisions. Simultaneously, all independent variables have a positive and significant effect on purchasing decisions.
Conclusions and Suggestions: Efforts need to be made to maintain the price and place in order to be able to bring Jambi Cempaka Putih batik to compete with other batik boutiques. Future research is expected to focus on the quality of human resources and sophisticated technological knowledge in order to expand sales promotions so that they have an impact on sales volume
Keywords: Islamic Marketing, product, price, promotion, location and Purchase Decision
