TRENDS IN MUSLIM HIJAB FASHION PURCHASES: THE IMPACT OF PRICE AND QUALITY AT E-COMMERCE

Abstract

His study aims to test and analyze the impact of price and product quality on hijab purchasing decisions on e-commerce platforms, especially in Indonesia. The hijab, as part of Muslim fashion, is in high demand in the Indonesian digital market, especially in marketplaces such as Shopee. The sample used in this study was 96 respondents, and the data analysis method used was descriptive and verification with a quantitative approach. Path analysis techniques measure the direct and indirect effects between variables. The study findings revealed that (1) price significantly impacts purchasing decisions, accounting for 13.78%, and (2) product quality significantly impacts purchasing decisions, accounting for 31.43%. The model demonstrates a moderate level of influence with a coefficient of determination (R²) of 45.3%. In comparison, 54.7% of the other effects came from external variables that were not studied, such as promotions, reviews, and customer service. These findings provide insight for hijab business actors in Indonesia to pay more attention to price and product quality to improve consumer purchasing decisions.