RELIGIOSITY AS A MODERATOR OF EFFECT SOCIAL MEDIA, LIFESTYLE, AND PRICES ON PURCHASING DECISIONS OF SALATIGA HIJAB AGENTS

Fathiyatur Rizqiyyah

Authors

Fathiyatur Rizqiyyah Universitas Islam Negeri Salatiga

Keywords:

Social Media Lifestyle Price Religiosity Purchase Intention.

Abstract

Technological developments lead to diverse consumer behavior. One of them is in making a purchase decision. Purchasing decisions are one of the important factors for business people in marketing products. Therefore, researchers are interested in examining various factors that might influence purchasing decisions. These factors include social media, lifestyle, and prices with the addition of the religiosity variable as moderating. The purpose of this study was to determine the effect of the independent variable on the dependent variable and the effect of the moderating variable on the independent and dependent variables. The research method used was a questionnaire to obtain primary data. The results of this study are social media, lifestyle, and price variables have a positive and significant effect on purchasing decisions. Meanwhile, the addition of the religiosity variable was only able to moderate and strengthen the effect of price on purchasing decisions.

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