Analisis Pengaruh Citra Perusahaan Dan Pemasaran Islam Terhadap Minat Beli Konsumen Perspektif Ekonomi Islam Pada Toko Gayatri

Abstract

This study examines the influence of corporate image and Islamic marketing on consumer purchase intention from the perspective of Islamic economics (A case study at Toko Gayatri, Braja Harjosari Village). The objectives of this research are: 1) To determine whether corporate image influences consumer purchase intention at Toko Gayatri, Braja Harjosari Village. 2) To examine whether Islamic marketing affects consumer purchase intention at Toko Gayatri. 3) To analyze the influence of both corporate image and Islamic marketing on consumer purchase intention at Toko Gayatri, Braja Harjosari Village. This study uses a descriptive quantitative method. Data were collected through the distribution of questionnaires, brief interviews with selected informants, and documentation supported by books, journals, and other relevant references. The sample consisted of 100 respondents. The data analysis techniques used include Multiple Linear Regression and Factor Analysis with the help of SPSS software. The results of the study show that: 1) Corporate image has a positive influence on consumer purchase intention at Toko Gayatri, Braja Harjosari Village. 2) Islamic marketing has a positive influence on consumer purchase intention at Toko Gayatri. 3) Corporate image and Islamic marketing simultaneously have a positive influence on consumer purchase intention at Toko Gayatri, Braja Harjosari Village.