SANTOSO, SETYAWAN DWI (2021) MINAT BELI GENERASI Z TERHADAP FESYEN MUSLIM Dl KALANGAN MAHASISWA UNIVERSITAS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Z generation is now a big fan of Muslim fashion trends. In some universities there are many students who wear Muslim fashion, and they no longer hesitate to wear Muslim fashion as their daily clothing. Muslim fashion is one of the many fashion items worn by Muslim communities in Indonesia. The purpose of this research is to examine the effect of religiosity, community and materialism on students' buying interest in Muslim fashion. with a total sample of 160 Muslim student respondents in the university with a purposive sampling technique which was then analyzed using the Smart-PLS analysis tool. The results showed that all variables have a positive influence on buying interest. This means that religiosity, materialism and community simultaneously influence student buying interest in Muslim fashion products that require a little improvement or improvement in some other aspects that are not heeded based on the advice given by the author. Keywords: religiosity, materialism, community, buying interest, partial least square Generasi Z sekarang banyak menggemari trend fesyen muslim. Di beberapa universitas banyak mahasiswa yang mengenakan fesyen muslim, dan mereka tidak ragu lagi untuk mengenakan fesyen muslim tersebut sebagai busana keseharian mereka. Busana muslim merupakan salah satu item fesyen yang banyak dikenakan masyarakat muslim di Indonesia. Tujuan dilakukannya penelitian ini adalah untuk menguji pengaruh religiusitas, komunitas dan materialism terhadap minat beli mahasiswa terhadap fesyen muslim. dengan jumlah Sampel sebanyak 160 responden mahasiswa muslim di kalangan universitas dengan teknik pengambilan sampel Purposive Sampling yang selanjutnya dianalisis dengan alat analisis Smart- PLS. Hasil penelitian menunjukkan bahwa seluruh variabel memiliki pengaruh positive terhadap minat beli. Hal ini berarti religiusitas, materialism dan komunitas secara simultan berpengaruh terhadap minat beli mahasiswa terhadap produk fesyen muslim memerlukan sedikit perbaikan atau peningkatan pada beberapa aspek-aspek lain yang kurang diperhatikan berdasarkan saran yang telah diberikan oleh penulis. Kata kunci : religiusitas, materialism, komunitas, minat beli, partial least square
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