PENGARUH ISLAMIC BRANDING, KUALITAS PRODUK, DAN LIFESTYLE TERHADAP MINAT PEMBELIAN PRODUK SKINCARE PADA GENERASI MILLENIAL DI KOTA MALANG (Studi kasus pada Mahasiswa FEB Unisma Angkatan 2018)
Abstract
This study aims to examine whether simultaneously and partially the variables of islamic
branding, product quality and lifestyle variables affect the interest in purchasing skincare products in
the millenial generation in Malang City.. This study uses a quantitative method by distributing
questionnaires using a google form via online and processing data using SPSS 22.0. This study took a
sample of students from the Islamic University of Malang, the Faculty of Economics and Business,
batch 2018. The results obtained from this study are that islamic branding, product quality and lifestyle
variables have a significant effect on purchase intention. Partially islamic branding has a significant
effect on purchase intention, partially product quality have a significant effect on purchase intention,
and partially lifestyle has a significant positive effect on purchase intention.
Keywords: Islamic Branding,, Product Quality, and Lifestyle.
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