THE INFLUENCE OF CUSTOMER BEHAVIOR ON MUSLIM FASHION PURCHASE DECISION IN JABODETABEK

Abstract

Fashion, as one of the textile products has various social meanings and the growth of Muslim fashion in Indonesia has undergone very significant influence. This study has the purpose of identifying consumer complexity in terms of Muslim fashion consumption in Jabodetabek. Models and hypotheses were tested using a sample of 574 respondents from the Jabodetabek population, who are Muslims. The sampling method used is Purposive sampling. This research method uses a quantitative approach by distributing questionnaires via social media platforms. The variables used are Religious Influencer, Religious Content, Customer Trust, and Purchase Decision on Muslim Fashion. There are seven hypotheses based on these variables. Information analysis results show that Religious Influencer, Religious Content, Customer Trust, and Purchase Decision on Muslim Fashion have a significant influence on Muslim fashion consumption levels.