Pengaruh Budaya dan Consumer Knowledge Terhadap Keputusan Pembelian Produk Fashion Dannis (Studi Kasus Pondok Pesantren An-nur 2 Bululawang Malang)

Abstract

This research to determine and analyze the influence of culture and consumer knowledge on purchasing
decisions for Dannis fashion products. The Muslim fashion industry continues to experience growth
from year to year. Islamic culture, both men and women are required to cover their body parts. The
clothing used is conditional in accordance with the provisions prescribed in Islam. Clothing that is
conditional according to Islamic rules is called Muslim clothing. Many Muslim clothing entrepreneurs
in Indonesia, one of which is Dannis Muslim clothing. This type of research used is correlational
research. The sample in this study were 95 students of An-Nur 2 Bululawang Malang. Data collection
was carried out by distributing questionnaires. Data analysis used in this study used validity test,
reliability test, normality test, multicollinearity, heteroscedasticity, simultaneous F test, coefficient of
determination, and t test. The results of this study 1) cultural variables and consumer knowledge have
a significant effect on purchasing decisions, 2) cultural variables have a positive and significant effect
on purchasing decisions, 3) consumer knowledge variables have a positive and significant effect on
purchasing decisions