Factors Affecting Muslim Fashion Products and Lifestyle Purchasing Decisions as Moderation

Abstract

ABSTRACT This research aimed to identify factors that influence consumer purchasing decisions for Muslim fashion products which are moderated by lifestyle variables. A quantitative method with purposive sampling method was used in this research and the total respondents were 280. This study used SEM-PLS to analyze the data by using the SmartPLS 3.0 program as an estimation tool. The results of this research show that the variables product design, brand image, and price have a positive and significant effect on purchasing decisions for Muslim fashion products. Meanwhile, product quality and social media have no effect on purchasing decisions on Muslim fashion products. Brand image variable exerts a positive and significant impact on purchasing decisions through lifestyle. However, lifestyle does not enhance the influence of design, price, quality, and social media on consumer purchasing decisions for Muslim fashion products. Keywords: Lifestyle, Purchase Decision, Muslim Fashion ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi keputusan pembelian konsumen terhadap produk fashion muslim yang dimoderasi oleh variabel gaya hidup. Metode kuantitatif dengan teknik pengambilan sampel purposive sampling dan berjumlah 280 responden. Penelitian ini menggunakan SEM-PLS untuk menganalisis data dengan menggunakan program SmartPLS 3.0 sebagai alat estimasi. Hasil penelitian menunjukkan bahwa variabel desain produk, citra merek dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk fashion muslim. Sedangkan kualitas produk dan media sosial tidak berpengaruh terhadap keputusan pembelian produk fashion muslim. Variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian melalui gaya hidup. Namun gaya hidup tidak memperkuat pengaruh desain, harga, kualitas dan media sosial terhadap keputusan pembelian konsumen produk fashion muslim. Hal ini mengindikasiakan bahwa produsen fashion muslim perlu meningkatkan promosi yang kreatif di media sosial agar lebih berpengaruh terhadap keputusan pembelian konsumen. Kata Kunci: Gaya Hidup, Keputusan Pembelian, Fashion Muslim.

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