The Influence of Islamic Branding, Celebrity Endorsers, and Product Quality on Purchase Decisions
DOI:
https://doi.org/10.21580/jiemb.2026.8.2.33331Keywords:
Islamic Branding, Celebrity Endorser, Product Quality, purchasing decisionsAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh branding Islami, endorser selebriti, dan
kualitas produk terhadap keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan
data primer yang dikumpulkan melalui kuesioner yang dibagikan kepada konsumen Emeron Hijab Shampoo di
Kota Semarang. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan total 100
responden. Data dianalisis menggunakan regresi linier berganda dengan bantuan
perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa branding Islami, endorser selebriti, dan kualitas produk
masing-masing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga
variabel ini juga secara signifikan memengaruhi keputusan pembelian. Di antara variabel independen,
endorser selebriti memiliki pengaruh terkuat terhadap keputusan pembelian. Temuan ini menyiratkan
bahwa perusahaan harus memperkuat strategi branding Islami, memilih
endorser selebriti yang tepat, dan terus meningkatkan kualitas produk untuk meningkatkan
keputusan pembelian konsumen.
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