Exploration Of The Relationship Between Interactive Marketing, Price And Brand Image Toward The Purchase Decision Of Rabbani Hijabs (Case On Generation Z Karawang Through The Shopee Marketplace)

This study aims to analyze the influence of interactive marketing, price, and brand image on the purchase decision of Rabbani hijab by generation Z in Karawang through the Shopee platform.This research uses a quantitative approach with a verifiable descriptive design. The results of the multiple linear regression test on 135 respondents used the lemeshow formula because the population was not known for sure whose data collection through an online questionnaire and analyzed using SPSS version 26 showed that price and brand image had a positive and significant effect on purchase decisions, both partially and simultaneously, with price as the dominant determinant. Meanwhile, interactive marketing partially had no significant effect. The descriptive analysis showed the respondents' positive perception of all three variables, with the brand image obtaining the highest average score. Gen Z's purchasing decisions are simultaneously influenced by a combination of all three variables, but interactive marketing has not been effective as a single driver. Strong pricing and brand image prove to be key factors in the formation of loyalty and purchase decisions. This research provides a theoretical contribution by expanding the literature on Gen Z consumer behavior in the context of digital marketing of Muslim fashion products. In practical terms, this study offers strategic recommendations for Rabbani and similar brands to optimize pricing strategies, strengthen brand image, and design marketing communications that are more adaptive to Gen Z's values.

Keywords: interactive marketing, pricing, brand image, purchase decisions, Gen Z, Shopee