Strengthening the Umama Brand Promotion Strategy on the Decision to Purchase Instant Hijab Products among Students in the Sidoarjo Region:

Arum Millenia; Rita Ambarwati Sukmono

doi:10.21070/ijins.v21i.766

Vol. 21 (2023), Innovation in Economics, Finance and Sustainable Development

Vol. 21 (2023)

Strengthening the Umama Brand Promotion Strategy on the Decision to Purchase Instant Hijab Products among Students in the Sidoarjo Region
Penguatan Strategi Promosi Brand Umama Terhadap Keputusan Pembelian Produk Hijab Instan pada Kalangan Mahasiswa di Wilayah Sidoarjo

Innovation in Economics, Finance and Sustainable Development

https://doi.org/10.21070/ijins.v21i.766

Published January 30, 2023

Arum Millenia⁺⁻
Rita Ambarwati Sukmono⁺⁻

Arum Millenia

Universitas Muhammadiyah Sidoarjo

Indonesia

Rita Ambarwati Sukmono

Universitas Muhammadiyah Sidoarjo

Indonesia

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Keywords

Promotion
Purchase Decision

How to Cite

Millenia, A., & Sukmono, R. A. (2023). Strengthening the Umama Brand Promotion Strategy on the Decision to Purchase Instant Hijab Products among Students in the Sidoarjo Region. Indonesian Journal of Innovation Studies, 21, 10.21070/ijins.v21i.766. https://doi.org/10.21070/ijins.v21i.766

Abstract

This study aims to find out how to strengthen the promotion strategy of the Umama instant hijab brand on purchasing decisions among students in the Sidoarjo area. This study examines respondents, namely students in the Sidoarjo area who have known and used Umama's instant hijab products in their daily lives. The method used is quantitative research with a sample of 100 students. Data collection at the interval level was carried out by distributing questionnaires. The data analysis used is the outer model test and the inner model test on the Smart PLS software application. The results of this study indicate that strengthening the promotion strategy has a positive and significant effect on purchasing decisions.

https://doi.org/10.21070/ijins.v21i.766

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