DETERMINAN KEPUTUSAN PEMBELIAN HIJAB DI E-COMMERCE PADA MASYARAKAT DKI JAKARTA

Fayza Nadhira Raihanisa, . (2024) DETERMINAN KEPUTUSAN PEMBELIAN HIJAB DI E-COMMERCE PADA MASYARAKAT DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The increasing use of the hijab among Muslim women has made business people, especially the halal fashion industry sector, compete in producing hijabs, resulting in competitive competition among business people. Business people are required to be able to understand consumer needs, including maintaining the quality of their products, as well as understanding people's lifestyles. Apart from that, the era of digitalization makes information easier to obtain, including product reviews. The aim of this research is to analyze how product quality, halal lifestyle, and electronic word of mouth influence hijab purchasing decisions in e-commerce. The sample used was the people of DKI Jakarta totaling 130 respondents, using multiple linear regression analysis techniques. The results of the research show that product quality, halal lifestyle and electronic word of mouth have a significant effect on decisions to purchase hijabs in e-commerce partially and simultaneously. It is hoped that this research can contribute to business actors, especially the hijab industry in e-commerce, to improve the quality of their products which are of course in accordance with the halal lifestyle, and can manage two-way interactions with consumers.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010116001] [Pembimbing: Mira Rahmi] [Penguji 1: Sufyati HS] [Penguji 2: Faizi]
Uncontrolled Keywords:	electronic word of mouth, halal lifestyle, hijab, purchase decision, product quality
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:	Fayza Nadhira Raihanisa
Date Deposited:	21 Mar 2024 03:24
Last Modified:	21 Mar 2024 03:24
URI:	http://repository.upnvj.ac.id/id/eprint/28463

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