THE EFFECT OF ADVERTISING, BRAND IMAGE, WORD OF MOUTH, AND PRODUCT DIFFERENTIATION ON PURCHASE DECISIONS IN THE HIJAB WORLD BY LSCRAF LAMONGAN

Authors

  • Fira Uswatun Khasanah Islamic University of Lamongan Author
  • Yunni Rusmawati DJ Islamic University of Lamongan Author
  • Luluk Nur Azizah Islamic University of Lamongan Author
  • Henny Mahmudah Islamic University of Lamongan Author

Keywords:

Advertising, Brand Image, Word of Mouth, Product Differentiation, Purchasing Decisions

Abstract

This study aims to analyze the influence of Advertising, Brand Image, Word of Mouth, and Product Differentiation on Purchasing Decisions at Dunia Hijab by Lscraf Lamongan. The background of this study is the increasing need for Muslim fashion in Indonesian society, especially among Muslim women, which makes the hijab industry one of the fastest growing fashion sectors. This study uses an associative quantitative approach with a purposive sampling technique on 243 respondents who are consumers of Dunia Hijab by Lscraf. The analysis technique used is multiple linear regression with the help of SPSS. The results of the study indicate that simultaneously the four variables have a significant effect on purchasing decisions. Partially, the Word of Mouth variable has the most dominant influence. This study provides implications for companies to further strengthen their marketing communications strategies, especially in terms of promotion and brand image.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles