Perilaku Konsumen Muslim Terhadap Keputusan Beli Produk Pakaian Brand Impor Pada Masyarakat Kabupaten Bogor

Abstract

The aim of this research is to determine the behavior of Muslim consumers in purchasing decisions about imported brand clothing products. The research method used is descriptive quantitative and uses logistic regression analysis techniques. The population of this study is the Muslim community of Bogor regency. with a sample of 100 respondents. Data collection uses questionnaire distribution techniques. The results of the descriptive analysis show that the characteristics of consumers are active in using social media and often see broadcasts regarding promotions of imported brand clothing products from social media. Most consumers buy imported branded clothing products online. Apart from that, consumers agree that imported branded clothing models can also be used by Muslim communites and cover their private parts properly, for both women and men. In the decision process to purchase imported clothing products, 56% of consumers buy because they follow developing fashion trends and 70% of consumers think that buying imported branded clothing makes them too consumptive in shopping for clothes. Based on the results of logistic regression analysis which examines the behavior of Muslim consumers in Bogor Regency using lifestyle, culture and brand image variables on purchasing decisions, it shows that lifestyle, culture and brand image simultaneously influence purchasing decisions for imported branded clothing products.