Analyze Factors Affecting Purchase Intention of Muslim Fashion at Marketplace for Gen-Z Indonesia Using Implementation of TPB and TAM Moderated by Religiousity


Authors : Pipit Indrawati; Afriapollo Syafaruddin

Volume/Issue : Volume 8 - 2023, Issue 1 - January

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3EoJOm9

DOI : https://doi.org/10.5281/zenodo.7659312

This study aims to determine the effect of the direct implementation of Attitudes, Subjective Norms, Perceived Usefulness, Perceived Ease of Use, Perceived Risk and Religiosity as well as the indirect effect after being moderated by Religiosity on Purchase Intentions for Muslim Fashion through the marketplace in Gen Z (zelenial generation) Indonesia . The object of this research is Gen Z from 5 major islands in Indonesia. The population of this study is 374 Gen Z people who use gadgets to access online shopping applications. The sampling technique uses purposive sampling with an online questionnaire. The research variable uses a Likert scale of 1-7. The research uses a quantitative approach with the Structural Equation Modeling (SEM) analysis method with the help of SmartPLS version 3.0 software. The results showed that Attitude, Subjective Norms, Perceived Usefulness, Perceived Ease of Use and Religiosity had a positive and significant effect on Purchase Intention of muslim fashion through the marketplace in Gen Z, while Perceived Risk had a negative effect. Religiosity is also proven to have a positive moderating effect on Attitudes, Subjective Norms, Perceived Usefulness and Perceived Ease of Use. As well as providing a negative moderating effect on the Perception of Risk.

Keywords : TAM; TPB; Gen Z; Purchase Intention: Muslim Fashion

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Paper Submission Last Date
29 - February - 2024

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