Rizki Alam Syah, . (2025) DETERMINAN KEPUTUSAN PEMBELIAN MODEST FASHION DI JAKARTA DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL INTERVENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Indonesia has significant potential in advancing halal products globally. However, there are challenges, including a decline in halal product exports from 2022 to 2023 and stagnant global rankings in Indonesia's modest fashion. This suggests limited growth in modest fashion consumer interest, particularly in Jakarta. This study examines the influence of religiosity and e-WOM on modest fashion purchasing decisions in Jakarta, with consumer attitudes as an intervening variable. Using quantitative methods, data were collected through questionnaires and analyzed with SmartPLS. The results of this study indicate that religiosity and e-WOM have a significant positive effect on consumer attitudes. Then, religiosity, e-WOM, and consumer attitudes have a significant positive effect on modest fashion purchasing decisions in Jakarta. The results also show that there is a significant positive effect of consumer attitudes in mediating religiosity and e-WOM on modest fashion purchasing decisions in Jakarta. Through this research, to increase sales of modest fashion products, clear product details and customer satisfaction are needed to get good e-WOM and in line with one's level of religiosity.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110116070] [Pembimbing: Muhammad Anwar Fathoni] [Penguji 1: Sufyati HS] [Penguji 2: Prima Dwi Priyatno] |
| Uncontrolled Keywords: | Consumer Attitude, e-WOM, Modest Fashion, Purchasing Decisions, Religiosity. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | RIZKI ALAM SYAH |
| Date Deposited: | 28 Feb 2025 06:08 |
| Last Modified: | 28 Feb 2025 06:08 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34910 |
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