Pengaruh Perilaku Konsumen, Bauran Pemasaran dan Kualitas Pelayanan Terhadap Keputusan Pembelian Busana Muslim Nibras (Studi kasus: Warga Desa Srikaton, Kecamatan Tanjung Bintang, Kabupaten Lampung Selatan)

Abstract

The rapid growth of the Muslim fashion industry in Indonesia has intensified competition among brands, requiring companies to understand the factors influencing consumers’ purchasing decisions. Nibras, as one of the well-known Muslim fashion brands, faces challenges in maintaining consumer loyalty and increasing purchase decisions, particularly at the local community level. This study aims to analyze the influence of consumer behavior, marketing mix, and service quality on purchasing decisions of Nibras Muslim fashion among residents of Srikaton Village, Tanjung Bintang District, South Lampung Regency. This research employs a quantitative approach with a descriptive and associative design. Data were collected through questionnaires distributed to consumers who have purchased Nibras Muslim fashion products. The sampling technique used was purposive sampling, with respondents selected based on specific criteria relevant to the research objectives. The data were analyzed using multiple linear regression analysis to examine both partial and simultaneous effects of the independent variables on purchasing decisions. The results of the study indicate that consumer behavior has a significant influence on purchasing decisions, reflecting the importance of consumer attitudes, preferences, and perceptions in choosing Muslim fashion products. The marketing mix variable, which includes product, price, place, and promotion, also shows a significant positive effect on purchasing decisions, suggesting that effective marketing strategies play a crucial role in attracting consumers. Furthermore, service quality significantly affects purchasing decisions, demonstrating that responsiveness, reliability, assurance, empathy, and tangible aspects of service contribute to consumers’ satisfaction and willingness to make purchases. Simultaneously, consumer behavior, marketing mix, and service quality have a significant effect on purchasing decisions of Nibras Muslim fashion. This study concludes that improving understanding of consumer behavior, optimizing the marketing mix, and enhancing service quality are essential strategies for increasing purchasing decisions. The findings are expected to provide practical implications for business actors, particularly distributors and marketers of Muslim fashion, in developing effective marketing and service strategies to strengthen competitiveness in the local market.