Purchase decisions are often made by consumers based on their wants and needs. Factors that influence purchasing decisions are product attributes. Product attributes are product elements that are considered important by consumers and are used as the basis for making purchasing decisions. Another factor that influences purchasing decisions is lifestyle. Lifestyle is a person's way of life in the world which is expressed in their activities, interests, and opinions. Another factor that consumers pay close attention to is brand image. Brand image is the main thing that is most often seen by consumers in influencing purchasing decisions.
This study uses a quantitative method in the form of associative which aims to determine the effect of product attributes, lifestyle, and brand image on purchasing decisions for the Rabbani hijab brand. The sample in this study used purposive sampling with a total of 120 samples consisting of 55 Unsoed students, 35 UMP students, and 30 students of IAIN Purwokerto. The analysis used is multiple linear regression processed using SPSS.
The results of this study indicate that product attributes, lifestyle, and brand image simultaneously influence purchasing decisions for the Rabbani hijab brand for college students in Purwokerto, this is evidenced by the value Fvalue = 27,406 > Ftable = 2,68. Product attributes have a positive and significant effect on purchasing decisions for the Rabbani hijab brand for university students in Purwokerto. This is evidenced by the value tvalue = 4,967 > ttable =1,65810. There is a positive and significant influence of lifestyle on purchasing decisions on the Rabbani hijab brand for college students in Purwokerto. This is evidenced by the value tvalue = 2,474 > ttable =1,65810. And brand image has a positive and significant influence on purchasing decisions on the Rabbani hijab brand for college students in Purwokerto. This is evidenced by the value nilai tvalue = 5.108 > ttable =1,65810. With a large influence of Adjustment R Squared of 40%.