PENGARUH ETIKA BISNIS ISLAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK TAS MY QEENA DI KEBUMEN

Miftakhur Rohmah; Abdul Waid

Miftakhur Rohmah Institut Agama Islam Nahdlatul Ulama Kebumen
Abdul Waid Institut Agama Islam Nahdlatul Ulama Kebumen

Keywords: Business Ethics, Islamic Business, Purchasing Decisions

Abstract

Digitalization of marketing in the marketing of bag products continues to be improved to keep up with the pace of development of the times. Judging from the many existences of My Qeena in social media, websites to marketplaces. According to researchers' observations, data related to the digitization of marketing of My Qeena bag products can be monitored from http://www.kiranastuff.com, the website contains the official store of My Qeena bags where we can access product information to buy them online. While on social media instagram can be found with the account name "myqeenabykiranastuff"center with 18,400 followers. The presence of an online market makes a significant change in consumer behavior in making purchasing decisions. Behavior change is a natural trait of consumers as a way to be able to maximize their satisfaction with the goods they choose.

This research uses a quantitative approach. dessay research in this study using descriptive research. Peneliti is to use purposive sampling, namely by selecting people selected by researchers 68 respondents with the condition that they have purchased and used bag products. In this study to analyze the influence of independent variables, namely Islamic business ethics (Ketauhidan, Justice, Free Will, Responsibility and Ihsan) on dependent variables, namely consumer purchasing decisions.

Islamic business ethics (X) which consists of godliness, justice, free will, responsibility and ihsan simultaneously affect purchasing decisions (Y). This is because F counts 41,198 > Ftable 3.99. So Ho was rejected and Ha was accepted. So it can be said that simultan there is a significant influence between Islamic business ethics on consumers' purchasing decisions on My Qeena bag products in Kebumen. The magnitude of the influence of Islamic business ethics on purchasing decisions processed through determination coefien obtained an R square value of 0.769 or 76.9%. The most dominant Islamic business ethic in influencing purchasing decisions is fairness, which is 3,708. This is because the calculated value of justice has the greatest value compared to godliness, free will, ihsan and responsibility.