The Effect of Hijab Fashion Company Marketing Mix Strategy to The Number of HIJAB Consumer in Indonesia
The goal of this research is to measure the effect of the marketing strategy of two hijab fashion company (Dian
Pelangi and Rabbani) toward their customer purchase intention. Researcher finds that phenomenon of hijab in Indonesia
recently become more attractive to discuss, especially topic about hijab marketing is infrequent. This research has two main
findings: First, marketing mix strategy has effect on purchase intention. Second, different company has different customer
purchase intention. The contribution of this paper is: First, can be a reference to choose marketing strategy type for their
company. Then this paper has contribute to marketing field, especially because of the scarcity of study for hijab marketing.
Keywords: Marketing Strategy, 4P, and Purchase Intention.