Pengaruh Perceived Quality dan Brand Loyalty Terhadap Keputusan Pembelian Hijab Zoya Pada Konsumen Wanita di Kota Surabaya. (The Effect of Perceived Quality and Brand Loyalty on Purchasing Decisions for Zoya Hijab for Female Consumers in Surabaya City).

Vitaloka, Yolanda Yusnie (2024) Pengaruh Perceived Quality dan Brand Loyalty Terhadap Keputusan Pembelian Hijab Zoya Pada Konsumen Wanita di Kota Surabaya. (The Effect of Perceived Quality and Brand Loyalty on Purchasing Decisions for Zoya Hijab for Female Consumers in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of the Muslim fashion industry in Indonesia has encouraged the growth of various hijab products, making companies more active and responsive in meeting market needs by increasing quality perceptions and brand loyalty, especially among female consumers. Positive perceptions of product quality can create consumer confidence and trust, which ultimately results in loyalty in purchasing decisions. One company that has played an important role in this industry is Zoya, which was founded by Fenny Mustafa in 2005. Zoya is known for its latest innovations in Muslimah fashion. This study aims to determine and analyse the effect of Perceived Quality and Brand Loyalty on Zoya Hijab Purchasing Decisions for female consumers in Surabaya city. The research method used is quantitative method with descriptive analysis. The research population was female consumers in Surabaya City, and the research sample was collected using the Non-probability Sampling method through Purposive Sampling technique, with a total sample size of 100 samples. Data collection was carried out through a Google Form questionnaire. The results showed that partially, Perceived Quality did not have a significant effect on the Zoya Hijab Purchase Decision. However, the Brand Loyalty variable shows a significant influence on the Zoya Hijab purchase decision. Simultaneously, the Perceived Quality and Brand Loyalty variables have a significant influence on the Zoya Hijab Purchasing Decision. These findings confirm that Brand Loyalty plays an important role in consumer purchasing decisions, more than just perceived product quality. With these results, companies can focus more on strategies to increase brand loyalty to drive purchasing decisions, while still paying attention to product quality. This research provides insights for companies in developing more effective marketing strategies to win the competition in the growing Muslim fashion industry.

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