NINING YENINGSIH, NIM. 2021100008 (2025) PENGARUH ISLAMIC BRANDING, LIFESTYLE, DAN INFLUENCER ENDORSEMENT TERHADAP MINAT PEMBELIAN PRODUK RABBANI DI KABUPATEN KEBUMEN. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH GOMBONG.

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Abstract

This study was conducted to analyze the effects of Islamic Branding, Lifestyle, and Influencer Endorsement on the purchase intention for Rabbani products in Kebumen Regency. The research background is motivated by Rabbani’s dominance in the Muslim fashion industry and the need to formulate marketing strategies aligned with Islamic values and the lifestyles of modern Muslim consumers. The study employs a quantitative method with an associative–causal design, involving 150 Muslim respondents selected through purposive sampling based on the criteria of being familiar with Rabbani products and active on social media. Data were collected using a five-point Likert-scale questionnaire and processed with SPSS software. Multiple linear regression analysis produced the equation Y = −0.738 + 0.483X1 + 0.479X2 + 0.211X3, indicating significant partial effects. Specifically, Islamic Branding recorded t = 7.771 (p < 0.001), Lifestyle t = 6.564 (p < 0.001), and Influencer Endorsement t = 3.368 (p = 0.001). The findings affirm that an Islamic brand image plays a substantial role in building consumers’ purchase intentions; alignment with a religious–modern lifestyle strengthens preferences for Rabbani apparel; and influencer credibility, attractiveness, and expertise serve as supporting factors that enhance the effectiveness of marketing messages in shaping purchasing intentions.

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