Purchase Decisions of Muslim Clothing Influenced by Halal Lifestyle, Product Quality, Price with Religiosity as Moderation

Abstract

This study aims to analyze the factors that influence the decision to purchase muslim clothing. This research uses quantitative research with primary data. Data collection techniques by distributing questionnaires either directly or via google form. The data obtained were then analyzed using SPSS tools. The sample in this study amounted to 90 respondents who are active members of Zoya Salatiga. The results showed that the halal lifestyle and price variables had a positive and significant effect on purchasing decisions, while the product quality variable had a positive and insignificant effect on purchasing decisions. Religiosity can moderate the variables of halal lifestyle, product quality, and price on purchasing decisions.