ANALYSIS OF CONSUMER MOTIVATION IN THE DECISION PROCESS OF PURCHASE OF SHAR'I CLOTHES FOR CUSTOMERS OF KHAMOS SHOP PANGKALAN KERINCI, PELALAWAN REGENCY, RIAU

Abstract

This study aims to determine and analyze the motivation of consumers in the process of shariah clothing purchase decision at the Khamos store, Pangkalan Kerinci, Pelalawan Regency, Riau. Researchers use qualitative types of research. Data collection was carried out using in-depth interview techniques with customers who bought syar'i clothing at the Khamos store, observations about purchasing decisions made by Khamos store customers, and documentation. The results of this study show that the motivation of customers in deciding to buy syar'i clothing at Khamos stores is because of its excellent service, there are discounts on every purchase, and complete and quality products.