FAKTOR-FAKTOR YANG MEMENGARUHI IMPULSE BUYINGPADA KONSUMEN FASHION MUSLIM DI INDONESIADENGAN ISLAMIC BRANDING SEBAGAI VARIABEL MODERASI - Anne Widya Frahana, - (2023)
Berdasarkan data konsumsi fashion muslim di Indonesia pada tahun 2014-2020, diketahui bahwa konsumsi fashion muslim di Indonesia mengalami peningkatan di setiap tahunnya, dan mengalami penurunan yang drastis pada tahun 2020 akibat pandemi Covid-19. Meningkatnya konsumsi fashion muslim dapat menggambarkan bahwa fenomena impulse buying pun semakin meningkat. Hal ini diperkuat dengan hasil pra-penelitian kepada 30 responden yang menunjukkkan bahwa sebesar 76,7% pernah melakukan impulse buying. Penelitian ini bertujuan untuk mengetahui tingkat gaya hidup berbelanja, ketersediaan uang, ketersediaan waktu, religiositas, dan Islamic branding sebagai variabel moderasi, serta pengaruhnya terhadap impulse buying fashion muslim di Indonesia. Pendekatan pada penelitian ini menggunakan metode kuantitatif, yang dianalisis dengan Structural Equation Modeling-Partial Least Square (SEM-PLS) melalu software SmartPLS. Subjek penelitian ini adalah konsumen fashion muslim di Indonesia dengan sampel sebanyak 230 responden. Hasil penelitian menunjukkan bahwa gaya hidup berbelanja berpengaruh positif terhadap impulse buying fashion muslim di Indonesia, ketersediaan uang berpengaruh positif terhadap impulse buying fashion muslim di Indonesia, ketersediaan waktu berpengaruh positif terhadap impulse buying fashion muslim di Indonesia, religiositas berpengaruh negatif terhadap impulse buying fashion muslim di Indonesia, Islamic branding berpengaruh positif terhadap impulse buying fashion muslim di Indonesia, dan Islamic branding tidak memoderasi pengaruh gaya hidup berbelanja, ketersediaan uang, ketersediaan waktu, dan religiositas terhadap impulse buying fashion muslim di Indonesia. Implikasi dari penelitian ini yaitu dapat memberikan informasi yang dibutuhkan, dapat menambah ilmu dan mengembangkan pemahaman terkait impulse buying pada fashion muslim di Indonesia. Based on data on Muslim fashion consumption in Indonesia in 2014-2020, it is known that Muslim fashion consumer in Indonesia has increased every year, and has experienced a drastic decline in 2020 due to the Covid-19 pandemic. The rise in Muslim fashion consumption can illustrate that the phenomenon of impulse buying is also increasing. This was confirmed by pre-study results of 30 respondents showing that 76.7% had ever made impulsive purchases. The study aims to find out about the level of shopping lifestyle, the availability of money, time, religiousness, and Islamic branding as a variable of moderation, as well as its influence on Muslim fashion buying impulses in Indonesia. The approach to this research uses quantitative methods, which are analyzed with Structural Equation Modeling-Partial Least Square (SEM-PLS) through SmartPLS software. The subject of the study was Muslim fashion consumers in Indonesia with a sample of 230 respondents. The results of the study showed that the lifestyle of shopping had a positive impact on Muslim fashion buying impulses in Indonesia, the availability of money has a positive influence on muslim fashion buying impulse in Indonesia; the availing of time has a negative impact on Islamic fashion buying, Islamic branding has a positively influenced Muslim fashion purchasing impulse, and Islamic Branding does not moderate the influence of shopping lifestyle, money, time and religiousness on Muslim Fashion buying impuls in Indonesia. The implication of this research is that it can provide the information needed, can add knowledge and develop understanding related to impulse buying in Muslim fashion in Indonesia.