Analisis Pengaruh Lokasi Usaha Penetapan Harga Jual Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Dalam Perspektif Ekonomi Islam (studi kasus waleu kaos Lampung)

Abstract

This study aims to analyze the influence of business location, selling price determination, and product quality on consumer purchasing decisions from the perspective of Islamic economics. The research was conducted at Waleu Kaos Lampung, a local small and medium-sized enterprise operating in the apparel industry. In the context of increasing business competition, understanding the determinants of consumer purchasing decisions is essential for ensuring business sustainability while maintaining ethical values in accordance with Islamic economic principles. This research employs a quantitative approach with an associative research design. Primary data were collected through questionnaires distributed to consumers who had purchased products from Waleu Kaos Lampung, using a purposive sampling technique. The data were analyzed using multiple linear regression analysis to examine the partial and simultaneous effects of business location, selling price determination, and product quality on consumer purchasing decisions. The results of the study indicate that business location has a positive and significant effect on consumer purchasing decisions, as accessibility, visibility, and convenience play an important role in attracting consumers. Selling price determination also has a positive and significant effect, showing that fair, affordable, and proportional pricing increases consumers’ willingness to make purchasing decisions. In addition, product quality significantly influences purchasing decisions, as consumers tend to choose products that offer comfort, durability, and conformity with the promised specifications. Simultaneously, business location, selling price determination, and product quality have a significant effect on consumer purchasing decisions. From the perspective of Islamic economics, these findings demonstrate that the application of ethical values such as justice (‘adl), honesty (ṣidq), and trustworthiness (amānah) in business practices can enhance consumer trust and encourage sustainable purchasing behavior. Therefore, it is recommended that Waleu Kaos Lampung continuously improve its location management, apply fair pricing strategies, and maintain product quality to strengthen consumer purchasing decisions while adhering to Islamic economic principles.