PENGARUH TREND FASHION DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIMAH DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERATING

Abstract

The background of this research is based on the existing phenomenon, where
the increasingly diverse fashion trends for Muslim women's clothing that are
developing in Indonesia at this time, should be able to increase the purchasing decision
for Muslim women's clothing that is in accordance with the Shari'ah dress among
Islamic Economics students at UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan
who deserve it. and in accordance with the teachings of Islam, because there are
already many references to the Muslim dress. However, the application of religious
knowledge possessed by female students is not optimal. The formulation of the
problem in this study is whether there is an influence between fashion trends and
lifestyle on the decision to purchase Muslim clothing with religiosity as a moderating
variable. The purpose of this study was to determine how much influence there is
between fashion trends and lifestyle on Muslim clothing purchasing decisions with
religiosity as a moderating variable.
This research is related to the field of marketing management science. In
connection with the approach taken are theories related to the decision to purchase
Muslim clothing which includes fashion trends, factors that influence fashion trends,
lifestyle, factors that influence lifestyle, and religiosity.
This type of research is quantitative research with primary data sources. The
sample used was 66 respondents taken from Islamic economics students class of 2019
at UIN SYAHADA Padangsidimpuan. The data collection technique used was a
questionnaire technique, and documentation, then analyzed using statistical tools,
namely SPSS version 26. Data analysis techniques used, validity and reliability tests,
descriptive tests, normality tests, classic assumption tests, multiple regression tests, 

moderated tests regression analysis, test the coefficient of determination (R2) and testthe hypothesis..The results of this study indicate that there is a partial influence betweenfashion trend variables on purchasing decisions, and lifestyle on purchasing decisions.With the moderation test of the second model regression equation states thatreligiosity does not moderate the influence of fashion trends on purchasing decisions.The lifestyle variable with the moderation test of the three-model regression equationstates that religiosity is not able to moderate the effect of lifestyle on purchasingdecisions.Keywords: Purchase Decision, Religiosity, Lifestyle, Fashion Trend