THE INFLUENCE RELIGIOSITY, LIFESTYLE, PRICE, AND FASHION TRENDS ON MUSLIM FASHION PURCHASE DECISIONS (A CASE STUDY OF GENERATION Z IN MEDAN CITY)

Ditiya Puspita

Abstract


This study aims to analyze the influence of religiosity, lifestyle, price, and fashion trends on Muslim fashion purchasing decisions by Generation Z in Medan City. The method used is a quantitative approach with SEM-PLS analysis techniques through SmartPLS 4 software and involving 100 respondents. The results show that religiosity, lifestyle, and fashion trends have a significant influence on purchasing decisions, while price does not show a significant influence. The R² value of 57.3% indicates that the model can explain more than half of the variation in purchasing decisions. This finding reflects that Gen Z prioritizes religious aspects and lifestyle over price considerations, which is in line with the principles of consumption in Islamic economics namely, orientation towards needs, ethical values, and compliance with sharia.

Keywords: Muslim fashion, religiosity, lifestyle, price, fashion trends, purchasing decisions


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DOI: https://doi.org/10.21107/pamator.v18i4.31578

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