The Influence of Islamic Branding, Product Quality and Customer Experience on Purchasing Decisions of HNI HPAI Products (Study on Agency Center (AC) Halal Mart Rangkasbitung Consumers)

Abstract

This study aims to determine the effect of Islamic branding, product quality and customer experience on purchasing decisions for HNI HPAI products for consumers of AC halal mart Rangkasbitung. This study uses a quantitative approach and the sample used in the study was 100 respondents, namely consumers of agency center (AC) halal mart Rangkasbitung, the sample was calculated using the slovin formula. Based on the results of the analysis, it is known that the coefficient of determination (Kd) = 68.6% which shows the influence of Islamic branding, product quality and customer experience on purchasing decisions, while the remaining 31.4% is influenced by other factors not included in this study. From the T test results it can be concluded that partially the Islamic branding variable (X1), product quality (X2) and customer experience (X3) have a positive and significant influence on the HNI HPAI product on purchase decision variable (Y). And from the results of the F test, it can be concluded that simultaneously Islamic branding, product quality and customer experience have a significant influence on purchasing decisions for HNI HPAI products for consumers of (AC) halal mart Rangkasbitung.