Abstract :

The demand for Muslim clothing is increasing rapidly. This is happening because of the increasing population of Muslims every year, so fashion companies must be able to meet consumer needs. Samase, as a fashion company, has a strong commitment to fulfilling consumer rights, especially in meeting the demands of Muslim consumers. Evidence of this commitment can be seen from the number of agents/distributors spread across the DKI Jakarta area. This study uses a quantitative approach with the aim of proving and analyzing the effect of brand awareness, brand image, and price on purchasing decisions for Samase products in Jakarta. The sampling technique used was purposive sampling, with a total sample of 100 respondents. The collected data were analyzed using descriptive analysis techniques and inferential analysis using the SmartPLS application (V.3.29). The results of this study indicate that: (1) Brand awareness has a positive and significant impact on purchasing decisions, with a path effect of 0.515. (2) Brand image also has a positive and significant influence on purchasing decisions, with a path effect of 0.515. 0.286. (3) In addition, price also influences purchasing decisions positively and significantly, with a path effect of 0.141 Overall, brand awareness, brand image, and price together contributed 0.733 (73.3%) to purchasing decisions, while the remaining 0.267 (26.7%) was influenced by other factors outside this research model.

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Keywords :

brand awareness; brand image; price; purchase decision.

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