APLIKASI THEORY PLANNED OF BEHAVIOUR UNTUK MEMPREDIKSI KEPUTUSAN PEMBELIAN ONLINE FESYEN HALAL DENGAN NIAT BELI SEBAGAI VARIABEL INTERVENING

Nurfitriana, NIM.: 20208011026 (2023) APLIKASI THEORY PLANNED OF BEHAVIOUR UNTUK MEMPREDIKSI KEPUTUSAN PEMBELIAN ONLINE FESYEN HALAL DENGAN NIAT BELI SEBAGAI VARIABEL INTERVENING. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine the behavior of online purchasing decisions for Muslim women's halal fashion in Bone Regency by applying the theory of planned behavior. This study uses a quantitative approach by collecting data through online questionnaires and PLS-SEM to analyze it. The results of the study show that the first, second, third, fourth, sixth, and seventh hypotheses have a direct effect, but the fifth hypothesis has no direct effect. Meanwhile, the tenth hypothesis has an indirect effect, the eighth and ninth hypotheses have no indirect effect through the variable purchase intention. The findings of this study are expected to be useful for the community in making purchasing decisions.

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