Analisis Faktor yang Mempengaruhi Purchase Behavior (Studi Pada Wanita Muslim Kota Batam)
DOI:
https://doi.org/10.30651/blc.v20i1.15339Kata Kunci:
hijab fashion, buying habits, muslim women, kebiasaan membeli, wanita muslimAbstrak
ABSTRACTÂ
This research was conducted to identify factors influencing buying habits toward hijab fashion among Muslim women in Batam City. The object of this study is Muslim women respondents who like to use and buy hijab fashion in Batam City. The independent variables used are Religiosity, Subjective Norm, Brand Knowledge, Perceived Usefulness, Brand Trust, and Attitude as intervening variables, and Purchase Behavior as the dependent variable. This study uses an explanatory method with a quantitative approach with a purposive sampling technique. The data analysis that the author uses is smart PLS. The study results show that five factors influence the habit of buying hijab fashion continuously, with attitudes/behavior as mediation
ABSTRAK
Penelitian ini dilakukan dengan tujuan untuk menganalisis dan mengidentifikasi faktor apa saja yang mempengaruhi kebiasaan membeli terhadap hijab fashion dikalangan wanita Muslim Kota Batam. Objek pada kajian ini adalah responden wanita Muslim yang gemar menggunakan dan membeli hijab fashion di Kota Batam. Variabel independent yang digunakan adalah Religiosity, Subjective Norm, Brand Knowledge, Perceived Usefulness, Brand Trust serta Attitude sebagai variabel intervening dan Purchase Behavior sebagai variabel dependen. Kajian ini menggunakan metode eksplanatori dengan pendekatan kuantitatif dengan Teknik purposive sampling. Analisa data yang penulis gunakan adalah dengan menggunakan smart PLS. Hasil penelitian menunjukkan bahwa terdapat 5 faktor yang mempengaruhi kebiasaan membeli hijab fashion terus menerus dengan sikap/perilaku sebagai mediasi
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