Electronic Resource

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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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 PUT p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

ES

Language

Indonesia

ISBN/ISSN

NIM.2110103019

Classification

658.8342

Content Type

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Media Type

-

Carrier Type

-

Edition

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Subject(s)

Price
Social Media
Purchase Decision
generation z
Islamic lifestyle
pashmina

Specific Detail Info

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Statement of Responsibility

Fyolla Alycia Putri

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