PENGARUH SOCIAL MEDIA INFLUENCER DAN GAYA HIDUP FESYEN TERHADAP NIAT BELI FESYEN MUSLIM BERKELANJUTAN: PERAN MEDIASI SIKAP KONSUMEN DAN MODERASI RELIGIUSITAS PADA GEN Z

LATIPAH, SEPIA (2025) PENGARUH SOCIAL MEDIA INFLUENCER DAN GAYA HIDUP FESYEN TERHADAP NIAT BELI FESYEN MUSLIM BERKELANJUTAN: PERAN MEDIASI SIKAP KONSUMEN DAN MODERASI RELIGIUSITAS PADA GEN Z. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of social media influencers and fashion lifestyle on the purchase intention of sustainable Muslim fashion among Generation Z Muslims, with consumer attitude as a mediating variable and religiosity as a moderating variable. The research employed a quantitative approach using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the SmartPLS 4. software. A total of 250 Muslim Generation Z university students in Jabodetabek who are active on social media and interested in Muslim fashion were surveyed. The findings indicate that social media influencers have a significant positive effect on both consumer attitude and purchase intention of sustainable Muslim fashion. Fashion lifestyle significantly influences consumer attitude but does not directly affect purchase intention. Consumer attitude is proven to mediate the relationship between social media influencers and fashion lifestyle toward purchase intention. However, religiosity does not significantly moderate the relationship between consumer attitude and purchase intention. These results suggest that social media influencers play the most dominant role in shaping Generation Z Muslims’ purchase intention toward sustainable Muslim fashion, both directly and indirectly through attitude formation. Fashion lifestyle influences purchase intention indirectly via consumer attitude, while religiosity contributes more to shaping attitudes than to strengthening the link between attitudes and behavior. This study highlights the importance of marketing strategies that integrate sustainability values, religious narratives, and authentic content to effectively engage the Muslim Gen Z market Keywords: Social Media Influencer, Fashion Lifestyle, Purchase Intention, Sustainable Muslim Fashion, Consumer Attitude, Religiosity, Generation Z. Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer dan gaya hidup fesyen terhadap niat beli fesyen Muslim berkelanjutan pada Generasi Z Muslim, dengan sikap konsumen sebagai variabel mediasi dan religiusitas sebagai variabel moderasi. Metode penelitian menggunakan p endekatan kuantitatif dengan analisis Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui software SmartPLS 4. Responden penelitian ini adalah 250 mahasiswa Muslim Generasi Z di wilayah Jabodetabek yang aktif di media sosial dan memiliki ketertarikan terhadap fesyen Muslim. Hasil penelitian menunjukkan bahwa social media influencer berpengaruh positif dan signifikan terhadap sikap konsumen maupun niat beli fesyen Muslim berkelanjutan. Sementara itu, gaya hidup fesyen hanya berpengaruh signifikan terhadap sikap konsumen, namun tidak secara langsung terhadap niat beli. Sikap konsumen terbukti memediasi hubungan antara kedua variabel independen dengan niat beli. Adapun religiusitas tidak berperan signifikan dalam memoderasi hubungan antara sikap konsumen dan niat beli. Temuan ini mengindikasikan bahwa social media influencer memiliki peran dominan dalam membentuk niat beli Generasi Z terhadap fesyen Muslim berkelanjutan, baik secara langsung maupun tidak langsung. Gaya hidup fesyen lebih berpengaruh melalui pembentukan sikap, sedangkan religiusitas lebih kuat dalam membentuk sikap dibandingkan memperkuat hubungan sikap dan perilaku. Hasil penelitian ini menegaskan pentingnya strategi pemasaran yang memadukan nilai keberlanjutan, narasi religius, dan konten yang autentik dalam menjangkau konsumen Gen Z Muslim. Kata Kunci: Social Media Influencer, Fashion Lifestyle, Niat Beli, Fesyen Muslim Berkelanjutan, Sikap Konsumen, Religiusitas, Generasi Z.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55123120025
Uncontrolled Keywords:	Social Media Influencer, Fashion Lifestyle, Niat Beli, Fesyen Muslim Berkelanjutan, Sikap Konsumen, Religiusitas, Generasi Z.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.5 Morals, Sufism/Moral, Tasawuf > 297.51 Morals/Akhlak 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	08 Apr 2026 08:37
Last Modified:	08 Apr 2026 08:37
URI:	http://repository.mercubuana.ac.id/id/eprint/101903

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