PENGARUH BRAND IMAGE, HARGA , DAN VIRAL MARKETING TERHADAP MINAT BELI  HIJAB DI VARISHA OFFICIAL SHOP: STUDI KASUS GEN Z KOTA PALEMBANG

Brenda Aurora; Bunga Mar’atush Shalihah; Safitri Asrol

doi:10.57094/jeb.v9i1.5417

Brenda Aurora Universitas Islam Negeri Raden Fatah Palembang
Bunga Mar’atush Shalihah Universitas Islam Negeri Raden Fatah Palembang
Safitri Asrol Universitas Islam Negeri Raden Fatah Palembang

DOI: https://doi.org/10.57094/jeb.v9i1.5417

Keywords: brand image; price; purchase intention; viral marketing; Palembang city

Abstract

The growth of hijab sales through online media has made consumers, especially Generation Z, increasingly selective in choosing products. Varisha Official Shop is a well-known hijab brand in Palembang. This study aims to determine the influence of brand image, price, and viral marketing on hijab purchase intention at Varisha Official Shop among Generation Z in Palembang. This study uses a quantitative method with multiple linear regression analysis processed with SPSS version 26. Data were obtained from 96 respondents through purposive sampling techniques. Before the analysis was carried out, the data had been tested through validity, reliability, and classical assumption tests (normality, linearity, multicollinearity, heteroscedasticity), as well as multiple linear analysis to test the hypothesis partially, simultaneously, and the coefficient of determination (R2) test. The regression model obtained was Y = 6.100 + 0.243 – 0.040 + 0.884. The results of the study indicate that partially, brand image and viral marketing have a positive and significant effect on purchase intention, while price has no significant effect. However, simultaneously, all three variables significantly influence purchase intention, as evidenced by the calculated F value > F table (45.730 > 2.70) with a significance level of 0.000. The R2 value of 0.585 indicates that 58% of the variation in purchase intention can be explained by these three variables, while the remainder is influenced by other factors outside this study.

References

Ghozali, Imam. Aplikasi Analisis Multivariate IBM SPSS 25,. Badan Penrbit Universitas Diponegoro, 2018.

Homseh, and Prihantono. “Analisis Pengaruh Halal Lifestyle Terhadap Keputusan Pembelian Produk Halal Melalui Islamic Religiosity Sebagai Variabel Intervening (Studi Pada Anggota Fatayat NU Kabupaten Mempawah).” Qusqazah 2, no. 2 (2023): 53–64.

Indrianty Sudirman dan Muhammad Ichwan Musa. Strategi Pemasaran, 2023.

Meithiana Indrasari. Pemasaran Dan Kepuasan Pelanggan, 2019.

Muhammad Anang Firmansyah. Buku Pemasaran Produk Dan Merek, 2019.

Meylia Amanatul Rochma, Antok Supriyanto, and Januar Wibowo. “Analisis Pengaruh Viral Marketing, Brand Image, Dan Kualitas Produk Terhadap Purchase Intention : Studi Pada Richeese Factory.” EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan 12, no. 1 (2024): 1132–43. https://doi.org/10.30640/ekonomika45.v12i1.3692.

Muthahharah, Isma, and Inayanti Fatwa. “Analisis Regresi Linear Berganda Untuk Media Pembelajaran Daring Terhadap Prestasi Belajar Mahasiswa Di STKIP Pembangunan.” Jurnal MSA ( Matematika Dan Statistika Serta Aplikasinya ) 10, no. 1 (2022): 53–60. https://doi.org/10.24252/msa.v10i1.25145.

Mutiara Senen, Dwi, Rizan Machmud, and Andi Yusniar Mendo. “Pengaruh Brand Image Dan Kualitas Produk Terhadap Minat Beli Produk Skincare Skintific Di Erby Shop.” Jurnal Ekonomi Manajemen Akuntansi Keuangan Bisnis Digital 4(1) (2025): 15–24.

Naim, Aulia Anin, Agung Sedayu, Usman Usman, and Guruh Taufan Hariyadi. “Pengaruh Brand Image, Brand Luxury , Harga, Dan Desain Produk Terhadap Minat Beli Samsung Z Flip 5 Di Kota Semarang.” Jurnal Maneksi 13, no. 1 (2024): 255–63. https://doi.org/10.31959/jm.v13i1.2199.

Nugraha, Akbar Arie. “Pengaruh Viral Marketing, Social Media, Dan Trust Terhadap Minat Beli Pada Marketplace Shopee (Studi Pada Pengguna Shopee Di Surabaya Barat) Nur Laily Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya.” Jurnal Ilmu Dan Riset Manajemen 13, no. 5 (2024): 1.

Rosmegawati. Media Sosial Dalam Bisnis Online. Sumedang: CV Mega Press Nusantara, 2022.

Rosita, Esi, Wahyu Hidayat, and Wiwin Yuliani. “Uji Validitas Dan Reliabilitas Kuesioner Perilaku Prososial.” FOKUS (Kajian Bimbingan & Konseling Dalam Pendidikan) 4, no. 4 (2021): 279. https://doi.org/10.22460/fokus.v4i4.7413.

Slamet Riyanto dan Aglis Andhita Hatmawan. Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen. Yogyakarta: Deepublish, 2020.

Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Penerbit Alfabeta Bandung, 2022.

Serli Ria Amelia, Siti Maulidia Ainun Nisya’, and Laily Muzdalifah. “Pengaruh Brand Ambassador, Brand Image, Dan Country of Origin Terhadap Minat Beli Konsumen.” Journal of Creative Student Research 1, no. 1 (2023): 143–62. https://doi.org/10.55606/jcsrpolitama.v1i1.1046.

Sri Yuliana Wulandari, Nofal Nur, dan Isalaman. “PENGARUH BRAND IMAGE DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA TOKO THRIFT PAKAI.ID DI KOTA KENDARI.” Homanis: Halu Oleo Manajemen Bisnis 6, no. 2 (2025): 88–97.

Susanti, Irma, and Fazrina Saumi. “Penerapan Metode Analisis Regresi Linear Berganda Untuk Mengatasi Masalah Multikolinearitas Pada Kasus Indeks Pembangunan Manusia (Ipm) Di Kabupaten Aceh Tamiang.” Gamma-Pi: Jurnal Matematika Dan Terapan 4, no. 2 (2022): 38–42.