The hijab is one of the most evolved fashion items of today. Muslim pupils are encouraged to wear the hijab at certain schools. However, the modern consumer’s lifestyle places a greater emphasis on comfort, usefulness, and appearance, which influences their choice of hijab. Thus, it is highly advantageous for hijab producers to offer their products from a business standpoint. The Rabbani brand is one of Indonesia’s hijab manufacturers. Rabbani, the first instant veil firm in Indonesia, is a clothing company (Hijab.id, 2021).

In Indonesia, Rabbani has close to 200 locations. Customers generally have faith in Rabbani’s quality as one of the Muslim fashion businesses. Many kids, particularly junior high school students, use Rabbani hijab items, despite their prices being relatively high compared to other hijabs worn by schoolchildren (Hijab.id, 2021). This is due to the hijab’s high level of comfort, ease of use, and simplicity, which increases its purchasing power. Schoolgirls who use this product will feel more confident because Rabbani is a well-known brand.

Rabbani hijab sales are comparatively high. Additionally, customers use quality as their primary criterion when making purchases, as they favor goods that can fulfill their expectations, offer advantages, and last (Kotler & Keller, 2016). However, some hijab models, like the Innova hijab model, will leave hair on the fabric after prolonged wear (Dalamislam.com, 2017). Rabbani places a high value on high-quality materials. Nevertheless, many female students continue to purchase and collect the different hijab types and colors offered by the Rabbani firm. The students who buy them are usually elementary and junior high school students aged 10-15 years old. Rabbani goods come in a variety of hijab models. The Rabbani quick veil, which female students frequently wear, is the subject of this investigation. Rabbani’s best-selling product is the Innova Instant Model, according to the available data. These are some attachments to Table 1’s results of the top-selling Rabbani brand immediate hijab sales on the Shoppe platform under the business name (Rabbani Official Shop).

According to Kotler and Armstrong (2018), purchases represent the last phase of the decision-making process for customers, at which point they choose to purchase a specific brand. Brands, therefore, typically have a significant impact on consumers’ purchasing decisions. Customers also choose which

products to purchase based on their needs. Alternatively, Aghitsni & Busyra (2022) research indicates that companies need to have a competitive edge.

This study examines the factors that influence purchasing decisions. Kotler and Armstrong (2008) define product quality as the attributes of a product that demonstrate its ability to satisfy the needs of the client. This study aims to provide new insights into the purchasing behavior of junior high school students. Furthermore, this study seeks to address the gap in the literature regarding product quality and buying decisions for local market Rabbani hijab items. Prior studies by Afriyani et al., (2023), Tasia et al., (2022), and Putra & Abiyoga (2023) suggest that product quality has a significant and favorable influence on consumer choices. According to a study by Saputra and Putri (2022), Putra & Talumantak (2022) and Nasution et al., (2020), however, product quality has little influence on consumers’ decisions to buy.

When purchasing a product, buyers also consider the price. Some people’s purchasing power makes price comparisons more sensitive to changes in prices. To ensure that customers make the best purchasing decisions, price is crucial. Roh et al., (2022) assert that a product’s pricing is one of the variables impacted by several elements and is closely related to the product’s quality. A product’s price increases with its level of quality. Most students continue to wear the Rabbani brand hijab, despite its reputation for high quality and perceived high price. This indicates that the pricing component, which should be taken into account while making decisions, is out of sync. According to research by Pranata et al., (2022), Afriyani et al., (2023) and Romadhoni et al., (2024), pricing has a significant and favorable influence on consumers’ purchasing decisions. Price has no discernible impact on decisions to buy, according to research by (Melpiana & Sudarajat, 2022, Fatimah & Nurtantiono, 2022 and Ernawati, 2021).

The reputation a business seeks to establish, demonstrating that its goods have a strong brand, is known as its brand image. As a result, many buyers focus more on brands than on the caliber of products. To increase the demand for goods with a well-known brand image. Prior studies by Liyono (2022), Na'im & Wiyadi (2024) and Afriyani et al., (2023) attest to the favorable and noteworthy impact of brand image on purchasing decisions. According to research, brand image does not influence decisions to buy (Alpionita & Nuraeni, 2023; Wowor et al., 2021; Putra & Talumantak, 2022). However, lifestyle is also frequently employed as a criterion when making selections about what community products to buy. Numerous factors, including personality, family history, social status, and marketing stimuli, contribute to this syndrome (Horley, 1992). Lifestyle has a significant and positive impact, according to research by oleh (Mutadun & Tjahjaningsih, 2022, Putra & Surjana, 2022 and Luh & Rastiti, 2024). Contrary to studies by Ressa Artanovelia et al., (2024), Fauziyah et al., (2023), and Duwila et al., (2022), the study’s findings indicate that lifestyle has no discernible impact on purchasing decisions.

The Top Brand Award branded hoods are arranged as follows:

This study employs a quantitative methodology. Hair et al., (2017) demonstrate that causal and descriptive research designs, which employ empirical computations through analytical methods and numerical measurements, are typically used in quantitative-based research methodologies. The study’s sample consisted of female students who wore the Rabbani hijab and attended SMP N 2 Purbalingga and SMP N 3 Purbalingga.

In this study, purposive sampling is combined with non-probability sampling. Purposive sampling is a technique for gathering data that is used to achieve the study’s goals while taking into account predefined criteria (Suharto, 2022: 63). The study’s criteria include students from SMP N 2 Purbalingga and SMP N 3 Purbalingga who have worn the Rabbani hijab. The Slovin Formula is used to determine the number of samples. Based on the computation, there are 94 samples. The sample size is 122 after the author adds 30% to account for potential harm.

Description:

n = Number of respondents/sample size N = The size of the population.

e = Percentage of accuracy allowance

The following formula can then be used to calculate the number of samples: n = 1554 (0.01) + 1554/1

n = 94

Primary data is gathered for this study through the distribution of questionnaires. A Likert scale, with one denoting “strongly disagree” and five denoting “strongly agree,” is used to assess each respondent’s value. According to Kotler and Armstrong (2001), the indicators of the brand image variable are as follows: the brand’s emblem or symbol is simple to remember, it is easily recognized (well-known), and it is a reputable, well-liked, and contemporary brand. The data was further analyzed using structural equation modeling, or SEM.

To test our research hypotheses, structural equation modelling (SEM) was employed. Before applying the model, we assessed the reliability and validity of each measurement.

Every variable in this study had indicators with factor loading values greater than 0.60, demonstrating the strong and reliable representation of each construct by its indicators. Ghozali (2008) states that in the early phases of creating a measuring device, a value between 0.50 and 0.60 is still acceptable. This study establishes a more stringent limit, 0.60, to guarantee the quality of a more valid and dependable instrument.

Cronbach’s Alpha is calculated to assess construct reliability and assess the appropriateness and dependability of each study variable’s components. With a value of ≥0.70, as shown in Table 3, Cronbach’s Alpha is considered credible (Ghozali, 2021). To evaluate the internal consistency of indicators in a single latent variable, composite reliability testing is used. Table 3 demonstrates that the reliability of the research variables is satisfied. If the value is more than 0.70, this complies with the standards proposed by Ghozali (2021).

Each construct satisfies the requirements, as Table 2 demonstrates, the Average Variance Extracted (AVE) value of each variable is more than 0.5 (Hair et al., 2017). The AVE test results for every variable indicate a value of 0.5 or greater.

Product quality (X1) is 0.727, pricing (X2) is 0.729, brand image (X3) is 0.766, lifestyle (X4) is 0.775, and purchase decisions (Y) are 0.835, according to

Table 2’s discriminant validity test results. According to Hair et al. (2017),all factors exhibit strong discriminant validity.

Research and discussion findings indicate that while price has no bearing on Rabbani hijab purchases by students at SMP N 2 Purbalingga and SMP N 3 Purbalingga, lifestyle, brand image, and product quality have a favorable and significant impact on these purchases. Rabbani is recommended to continue enhancing the caliber of its goods, bolster its reputation in the media, and modify product designs to better suit the tastes of students. Although product pricing has little bearing on the decision, it is still advisable to keep costs down by offering student discounts or promotions.

Future studies can include more schools in various regions to improve the generalizability of the research findings. Further investigation of the study’s findings is also necessary to demonstrate that the price variable does not significantly impact respondents’ purchase decisions. Price and purchase decisions may be influenced by several factors, including respondents’ perceived value, brand loyalty, and income level.

The authors are grateful to the principal, instructors, and personnel of SMP N 2 Purbalingga and SMP N 3 Purbalingga for granting permission to conduct the study. The researcher also acknowledges the students who participated in this study as respondents. The supervisors who assisted and

guided the study process, as well as Universitas Muhammadiyah Purwokerto, are acknowledged by the author.