Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah

Abstract

The demand for Muslim women's clothing is getting higher, it is clear the Muslim fashion industry is starting to develop in several countries in the world. Consumers can get Muslimah fashion products easily through online media such as E-Commerce and Social Media. Therefore, this study aims to find reasons for consumers to buy Muslim fashion products. The study's focus is on people who buy Muslimah online fashion products in Indonesia as many as 242 consumers. The sampling method allows use of purposive sampling. Resources come from primary and secondary data. SEM (Structural Equation Model) data analysis blended with validity and reliability test resistance, Structural Model Evaluation, God of Fit, R-Squre and Hypothesis Testing via use of SmartPLS. The results show that product quality and trust can encourage loyalty, but Brand Ambassador does not make consumers loyal. Product quality and brand ambassadors are also reasons why consumers buy Muslim fashion products in e-commerce and social media, except for trust and loyalty to products which are the reasons consumers make purchases. Meanwhile, loyalty can be a driver between products' quality and purchasers' decisions. However, loyalty is not able to bridge between trust and purchase decisions, so loyalty is not considered important because if consumers already believe they will automatically buy. Brand ambassadors are also helped by the role of consumer loyalty to improve purchasing decisions.