Pengaruh Kualitas Produk, Promosi Online di Instagram, dan Citra Merek terhadap Keputusan Pembelian Produk Kerudung Rabbani (Studi Kasus pada Pembeli Produk Kerudung Rabbani di Kecamatan Medan Marelan)

Abstract

The development of Muslim fashion trends continues to grow, including the trend of wearing hijabs, especially during the Ramadan period. Rabbani offers its flagship product, the instant hijab, and introduces its brand image as the "professor of hijab," being the first pioneer of instant hijabs in Indonesia. Rabbani utilizes the growth of social media, particularly Instagram, as a promotional medium that has supported its popularity to date. However, based on Top Brand Indonesia data, Rabbani has experienced a decline in its Top Brand Index in the hijab product category, indicating that Rabbani is no longer the primary choice in consumers' purchasing decisions in the hijab market. This study aims to determine and analyze the influence of Product Quality, Online Promotion on Instagram, and Brand Image on the Purchase Decision of Rabbani hijab products in Medan Marelan District. This research is associative in nature using quantitative data. The population of this study consists of consumers who have purchased and used Rabbani hijab products and reside in Medan Marelan District. The sample consists of 100 respondents selected through purposive sampling with criteria of being aged 17–30 years and having seen Rabbani promotions on Instagram. The data analysis technique used is multiple linear regression analysis with the SPSS program. The results show that Product Quality, Online Promotion on Instagram, and Brand Image simultaneously have a significant influence on the Purchase Decision of Rabbani hijab products in Medan Marelan District. The findings also indicate that Product Quality, Online Promotion on Instagram, and Brand Image each partially have a positive and significant effect on the Purchase Decision.