THE ROLE OF RELIGIOSITY, LIFESTYLE, ATTITUDE ASDETERMINANT PURCHASE INTENTION

Abstract

This study aims to examine and explain empiricallythe effect of religiosity on purchase intention, the role ofattitude and lifestyle in determining the effect of religiosity on purchase intention. Also proved the role ofattitude in determining the influence of lifestyle on purchase intention.The sample in this study is female studentsat the University of Muhammadiyah Jakarta andIslamicState of University Syarif Hidayatullah. Purposivesampling technique was applied by criteria of samples required is female students and using hijab. The numberof respondents was 291 female students. The analysis is done usingStructural Equation Modeling with WrapPLS4.0 software.The findings of this study show that religiosity may increase purchase intention. Lifestyle indirectlyshown to have an influence on purchase intention with attitude as mediation. The different results show thatlifestyle and attitude isnot as decisive influence religiosity on purchase intention. Another result is the attitudeas determinant influence of lifestyle on purchase intention. This study was done only to reveal empiricallyconsumer perception about fashion hijab. For further research could use somehijab fashionbrand as an object offurther research.

Keywords: Religiosity, lifestyle, attitude, purchase intention, hijab fashion