Abstract
Today, online Muslim clothing providers in Indonesia are faced with increasing competition in business openness. This condition requires online Muslim clothing providers to be more creative, innovative, effective and efficient by offering Muslim clothing products that are more valuable than competitors’. Therefore, a sophisticated and smart technology planning concept is needed for Muslim fashion consumers and to continue to achieve the benefits obtained by online Muslim clothing providers. This study aims to determine: (1) the influence of attitudes on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis (2) the influence of subjective norm on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis (3) the influence of perceived behavioral control on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis (4) the effect of attitudes on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis moderated by religious belief, (5) the effect of subjective norm on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis moderated by religious belief, and (6) the effect of perceived behavioral control on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis moderated by religious belief. This study uses 1. independent variables, namely: attitudes, subjective norms, and perceived behavioral control. 2. The dependent variable is: Purchase intention. 3. The moderating variable is: religion. The data in this study are obtained from questionnaires distributed to 762 respondents. The method used is purposive sampling to all respondents who shopped online. The method is through the LISREL 8.7 program and t-test. These results indicate that the variables of attitude, subjective norm and perceived behavioral control influence the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis. They also find that the religious belief variable can moderate the variable of attitude towards the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis but not the subjective norm and perceived behavioral control variables.
Highlights
Coronavirus, or Coronavirus Disease-19 (COVID-19), has been declared a pandemic, where this virus chooses an infection that attacks the respiratory tract; this was stated by the Director General of the World Health Organization (WHO) Tedros Adhanom Ghebreyesus on 11 March 2020
The method is through the LISREL 8.7 program and t-test. These results indicate that the variables of attitude, subjective norm and perceived behavioral control influence the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis
During the COVID-19 crisis, most consumers bought Muslim clothing online. This is an opportunity for the unemployed to do business online The purpose of this study was to determine the effect of attitude, subjective norm and perceived behavioral control on the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis and to determine the effect of those variables moderated by religious belief in the online buying intention of Muslim clothing in Indonesia during the COVID-19 crisis
Summary
Coronavirus, or Coronavirus Disease-19 (COVID-19), has been declared a pandemic, where this virus chooses an infection that attacks the respiratory tract; this was stated by the Director General of the World Health Organization (WHO) Tedros Adhanom Ghebreyesus on 11 March 2020. The SIRCLO survey stated that at least 40.0% of these new users will continue to grow in number and make online shopping a new habit that is not temporary during the pandemic. This brings the Muslim fashion business in Indonesia provided by online providers to a growing, creative and modern lifestyle. This is seen by the level of consumption of teenagers in the use of Muslim clothing products that form the construction of identity among young people. The role of Islamic culture in service quality research.
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