Amaliyah Sholikha, . (2024) PENGARUH TREND FASHION, HALAL LIFESTYLE, DAN CELEBRITY ENDORSER TERHADAP MINAT BELI HIJAB GENERASI Z DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of the Muslim population in Indonesia has triggered increased demand for halal fashion products, especially hijab, driven by the significant role of the Z generation. Generations who have a desire to perform creatively in embroidery, are a major factor in the fast-growing hijab fashion world in Indonesia. The study aims to identify the influence of fashion trends, halal lifestyle, and celebrity endorsers on interest in buying a Z-generation hijab at DKI Jakarta. The study adopted a quantitative approach by taking respondents from Generation Z who had an interest and experience in shopping for hijab, with a sample of 120 Z-generation Muslim women who were followers of celebrity endorsers, and resident in DKI Jakarta. Samples are taken using non-probability sampling techniques with purposive samplings. The distributed questionnaires are used as data collection techniques. Partial Least Square (PLS) is adopted as a data analysis technique. Data testing is done through the outer model and the inner model. The results of the research showed that fashion trend variables, halal lifestyle, and celebrity endorsers each influenced the interest in buying the Z-generation hijab. The research is expected to contribute to the hijab industry, so as not to be left behind by fashion trends, can develop halal lifestyles, as well as pay attention to the use of authentic celebrities endorser with hijabs.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116027 Amaliyah Sholikha] [Pembimbing: Mira Rahmi] [Penguji 1: Faizi] [Penguji 2: Sufyati HS] |
| Uncontrolled Keywords: | celebrity endorser, generation Z, halal lifestyle, purchase intention, trend fashion |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Amaliyah Sholikha |
| Date Deposited: | 21 Mar 2024 04:53 |
| Last Modified: | 22 Mar 2024 07:16 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28460 |
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