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Pengaruh Harga, Islamic Lifestyle, dan Media Sosial Terhadap Keputusan Pembelian Kerudung Pashmina Pada Generasi Z di Jakarta

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This study aims to analyze the influence of price, Islamic lifestyle, and social media on the purchase decision of pashmina hijabs among Generation Z in Jakarta. The research employed a quantitative approach through an online survey of 201 female Muslim respondents from Generation Z residing in Jakarta. : Data were collected using a Likert-scale questionnaire. Data analysis using Structural Equation Modeling Partial Least Square (PLS-SEM) technique. : The results indicate that price (original sample = 0.170; t statistic = 2.996; p-value = 0.003) and social media (original sample = 0.526; t-statistic = 7.263; p-value = 0.000) have a positive and significant effect on purchase decisions. Meanwhile, Islamic lifestyle (original sample = 0.122; t statistic = 1.470; p-value = 0.142) shows no significant influence. These findings suggest that social media is the most dominant factor influencing purchase decisions, followed by price, while Islamic lifestyle does not significantly affect consumer decisions. Based on the results, marketing strategies for hijab products targeting Generation Z are recommended to focus on optimizing social media content and setting competitive prices, without disregarding the Islamic image as an added value.

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Detail Information

Series Title

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Call Number

REF 658.8342 PUT p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110103019

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Social Media
Price
Purchase Decision
generation z
Islamic lifestyle
pashmina

Specific Detail Info

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Statement of Responsibility

Fyolla Alycia Putri

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