PERAN GAYA HIDUP DALAM MEMODERASI PENGARUH KEPUTUSAN PEMBELIAN PADA PRODUK FASHION MUSLIM

Nurchalisa Putri, NIM.: 20208012014 (2022) PERAN GAYA HIDUP DALAM MEMODERASI PENGARUH KEPUTUSAN PEMBELIAN PADA PRODUK FASHION MUSLIM. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this research is to determine the factors that influence consumer purchasing decisions for Muslim fashion products which are moderated by lifestyle variables. This research used a quantitative descriptive method with purposive sampling as the sampling technique. There were 280 respondents used as samples. SEM-PLS was used to analyze the data by using the SmartPLS 3.0 program as an estimation tool. The finding indicated that the product design, brand image and price variables have a positive and significant effect on the purchasing decision of Muslim fashion products. Meanwhile, product quality and social media have no effect on purchasing decisions about Muslim fashion products. Brand image variable has a positive and significant effect on purchasing decisions moderated by lifestyle. However, lifestyle does not strengthen the influence of design, price, quality and social media on consumer purchasing decisions for Muslim fashion products.

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