Abstract: This study aims to evaluate how brand image and decisions to purchase sharia property in Indonesia are influenced by factors such as cost, marketing, religion, and customer satisfaction. 400 respondents who purchase sharia-compliant real estate were surveyed using a quantitative technique and a structured questionnaire. The hypotheses were tested by data analysis using a structural model. The results of the study demonstrate that price, promotion, religion, and customer happiness all have a major impact on brand image and purchasing decisions. Additionally, it has been shown that brand image significantly mediates the relationship between these factors and purchasing decisions. Additionally, purchase decisions are significantly positively impacted by customer satisfaction. The practical implications of these findings indicate the importance of Sharia property developers to focus on competitive price offerings, effective promotional activities, and fulfilling the religious values expected by consumers. Customer satisfaction should also be a top priority in marketing strategies to improve purchasing decisions. For Islamic real estate developers, this survey offers insightful information that can help in a range of factors and research techniques. They create more successful marketing plans and new products. Additional research is recommended to expand the scope of components and research methodologies to enhance the validity and generalizability of the findings.

Keywords: Sharia Property, Brand Image, Customer Satisfaction, Purchasing Decision, Religiosity, Marketing

Pages: 458-466