The Influence of Islamic Branding, Religiosity, Product Quality, and Halal Certification on Zoya Hijab Purchasing Decisions among Female Students of the Faculty of Economics and Business, Wijayakusuma University, Purwokerto

Nendita Putri Nur Kharisma; Mayla Surveyandini; Akbar Pahlevi

doi:10.63922/ijebir.v5i05.5404

Nendita Putri Nur Kharisma Wijayakusuma University Purwokerto
Mayla Surveyandini Wijayakusuma University Purwokerto
Akbar Pahlevi Wijayakusuma University Purwokerto

DOI: https://doi.org/10.63922/ijebir.v5i05.5404

Keywords: Halal Certification, Islamic Branding, Purchasing Decision, Product Quality, Religiosity

Abstract

The development of the global Muslim fashion industry places Indonesia in a strategic position, particularly in the Muslim fashion sector, which ranks first in the world. The dynamics of competition in the hijab industry encourage the producers of the Zoya brand to continuously maintain consumer loyalty, especially amidst the fluctuations in Zoya's Top Brand Index (TBI) for hijab products during the 2022–2025 period, reflecting ups and downs in consumer purchasing decisions. This study aims to analyze the partial effect of Islamic branding, religiosity, product quality, and halal certification on purchasing decisions for Zoya hijab products. This study utilizes an associative quantitative approach with a survey method. The research population consists of all female students of the Faculty of Economics and Business, Wijayakusuma University Purwokerto who have purchased and/or used Zoya hijab products, with a sample size of 97 respondents selected using a purposive sampling technique. The data analysis technique used is multiple linear regression assisted by the statistical program SPSS. The results show that partially, the religiosity variable has a positive and significant effect on purchasing decisions with at calculated value of 2.416 > t table 1.662 and a significant value of 0.018 < 0.05. Product quality also has a positive and significant effect on purchasing decisions with at calculated value of 5.882 > t table 1.662 and a significant value of 0.000 < 0.05. Meanwhile, the Islamic branding variable does not have a significant partial effect on purchasing decisions with at calculated value of 1.249 < t table 1.662 and a significant value of 0.215 > 0.05. Halal certification also does not have a significant partial effect on purchasing decisions with at calculated value of 0.333 < t table 1.662 and a significant value of 0.740 > 0.05. Based on the model feasibility test results (F-test), the F calculated value is 69.248 > F table 2.47 with a significance of 0.000, proving that the regression model in this study is declared feasible. The coefficient of determination (R2) value indicates that the contribution of the four independent variables in influencing purchasing decisions is 75.2%. The implications of this study are expected to provide input for the management of the Zoya company as well as Muslim fashion entrepreneurs to focus more on improving the comfort and reliability of product quality, as well as internalizing the understanding of consumer religiosity as a strategic reference in designing appropriate marketing programs to encourage hijab purchasing decisions in the future.

References

Alitakrim, SN, Monoarfa, H., dan Firmansyah, F. (2022). Analisis Pengaruh Merek Islami, Kesadaran Halal dan Kualitas Produk terhadap Keputusan Pembelian Kaus Kaki Halal Merek Soka. Tinjauan Ekonomi dan Keuangan Islam , 4 (2), 117-136.
Efendi, A. (2020). Pengaruh Sertifikasi Halal, Kesadaran Halal Dan Pengetahuan Produk Terhadap Keputusan Pembelian Produk Fesyen Halal. Jurnal Pemasaran Digital Dan Industri Halal , 2 (2), 145-154.
Handayani, N. (2021). Menakar Kontribusi Islamic branding, Personal Salling, dan Kualitas Produk terhadap Keputusan Pembelian Hijab Pashmina. STUDI EKONOMI SYARIAH.
Hayati, SR, dan Pramesti, DMS (2021). Sertifikasi Halal, Citra Merek, dan Dukungan Selebriti: Sebuah Studi pada Konsumen Zoya Hijab. DINIKA: Jurnal Akademik Studi Islam , 6 (1), 29-54.
Indarta, A., Utami, RT, dan Faworo, Y. (2023). Pengaruh Islamic Branding, Kualitas Produk, Lokasi Dan Harga Terhadap Keputusan Pembelian Konsumen Muslim Pada Produk Rabbani Store Di Solo Raya. Jurnal Penelitian Ekonomi dan Bisnis (JUEBIR) , 2 (1), 117-125.
Meinawati, K., dan Ardyansyah, F. (2023). Pengaruh Islamic branding, Religiusitas, Kualitas Produk dan Halal Lifestyle Terhadap Keputusan Pembelian Produk Hijab Bella Square (Studi Pada Mahasiswi Universitas Trunojoyo Madura). Jurnal Riset Manajemen Dan Ekonomi (JRIME) , 1 (3), 73-91.
Meliani, A., Kosim, A. M., dan Hakiem, H. (2021). Pengaruh Religiusitas, Gaya Hidup, Dan Harga Terhadap Keputusan Pembelian Produk Busana Muslim Di Marketplace. El-Mal: Jurnal Kajian Ekonomi dan Bisnis Islam, 2(3), 174-186.
Nurfitriani, N., Rusniati, R., dan Sappeami, S. (2023). Pengaruh Religiusitas, Lingkungan Dan Pola Konsumsi Terhadap Keputusan Pembelian Busana Muslimah Mahasiswi Fakultas Ekonomi Dan Bisnis Islam Uin Datokarama Palu. Ekobis Syariah, 7(1), 34-46.
Rachmawati, A., Kana, A. A., dan Anggarini, Y. (2020). Pengaruh Harga, Kualitas Produk, Dan Gaya Hidup Terhadap Proses Keputusan Pembelian Produk Hijab Di Nadiraa Hijab Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswi, 1(2).
Saputra, A. A., dan Jaharuddin, J. (2022). Pengaruh Sertifikasi Halal, Kesadaran Halal, Dan Celebrity Endorse Terhadap Keputusan Pembelian Produk Zoya (Studi Kasus Mahasiswi FEB UMJ). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 16(4), 1521-1535.
Sarah, F., dan Artanti, Y. (2020). Pengaruh Religiusitas Dan Kelompok Referensi Terhadap Keputusan Pembelian. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 8(1), 37-48.
Sari, A. W., dan Susilo, E. (2023). Pengaruh Islamic branding, Kualitas Produk, Dan Halal Lifestyle Terhadap Keputusan Konsumen Membeli Busana Muslimah Merek Nadheera Luxury Di Kabupaten Jepara. Jurnal Rekoginisi Ekonomi Islam, 2(02), 1-8.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif Dan RdanD. Bandung: CV Alfabeta.
Zulfa, F. L. (2024). Pengaruh Islamic Branding Dan Trend Fashion Terhadap Keputusan Pembelian Fashion Islami Pada Mahasiswi Surabaya. Jurnal Ekonomika Dan Bisnis Islam, 7(1), 31-44.
Zuraida, M. ., dan Widyaningtyas, D. . (2025). The Influence of Product Quality, Price, Brand Image, and Lifestyle on the Purchase Decision of Rabbani Hijabs (A Study of Junior High School Students in Purbalingga). Asian Journal of Management Analytics, 4(3), 1207–1220.