Economicus, Vol. 13 No. 2 – Desember 2019 e- ISSN: 2615 - 8078 178 PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE BUSANA MUSLIM DI INDUSTRI NANAD HIJAB CIBINONG BOGOR 1) Wawan Hari Subagyo, 2) Yulia Safitri 1) Dosen Program Studi Manajemen, STIE Dewantara Jl. Raya Pemda Bojong Depok Baru III, Karadenan, Cibinong, Bogor, Jawa Barat 16913, Indonesia Email: wawan.hari@dewantara.ac.id 2) Alumni Program Studi Manajemen, STIE Dewantara Jl. Raya Pemda Bojong Depok Baru III, Karadenan, Cibinong, Bogor, Jawa Barat 16913, Indonesia Email: safit.safitri16@gmail.com ABSTRACT Fashion muslim development in the country rapid progress. Because many women in awareness muslim clothed covered in accordance with what god, make and it has now become a muslim needs. This impact for the entrepreneur the clothing industry for a racing in creating innovation and producing muslim clothes. Research aims to understand the influence of, products , price , promotion and a partial and in simultaneous with the resolution of the purchase of products in the Nanad Hijab Industry. This type of research is causal research with quantitative methods. The population of this study includes consumers who buy Nanad Hijab products online through the Shopee application with a sample of 80 respondents. Methods of collecting data through questionnaires. The analysis used is the validity, reliability test, analysis linear regression multiple, the assumption classical , and the hypothesis. The results showed that Product Variables had a significant effect on the Muslim Muslim online purchasing decisions in the Nanad Hijab Cibinong Industry, Price Variables had a significant effect on the Muslim Muslim online purchase decision in the Nanad Hijab Cibinong Industry, Promotion Variables had a significant effect on Muslim fashion online purchasing decisions at the Nanad Hijab Industry Cibinong. The Marketing Mix jointly influences the decision to purchase Muslim fashion online at the Nanad Hijab Cibinong Industry. Keywords: Product, Price, Promotion, Decision Purchase. ABSTRAK Perkembangan fashion muslimah di tanah air mengalami kemajuan yang pesat. Dikarenakan banyaknya kesadaran wanita muslimah dalam berpakaian tertutup sesuai dengan syariat Islam, membuat busana muslim saat ini menjadi sebuah kebutuhan. Kondisi tersebut memberikan dampak bagi para pengusaha industri pakaian untuk berlomba dalam menciptakan inovasi dan memproduksi pakaian muslim. Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga, promosi, dan tempat secara parsial dan simultan terhadap keputusan pembelian produk busana muslim pada Industri Nanad Hijab Cibinong Bogor. Jenis penelitian menggunakan metode kuantitatif kausalitas. Sampel penelitian ini meliputi konsumen yang membeli produk Nanad Hijab secara online melalui aplikasi Shopee sebanyak 80 responden. Teknik analisis data yang digunakan adalah analisa regresi linier berganda. Hasil penelitian menunjukkan bahwa Variabel produk, harga dan promosi secara parsial dan simultan berpengaruh signifikan terhadap keputusan pembelian online busana muslim di Industri Nanad Hijab Cibinong Bogor. Kata kunci: Produk, Harga, Promosi, Keputusan Pembelian.