Pengaruh Religiusitas, Influencer Endorsement, dan Online Customer Review terhadap Niat Beli Produk Fashion Muslim di Online Shopping

The Effect Of Religiosity, Influencer Endorsement, and Online Customer Reviews on the Purchase Intention of Muslim Fashion Products in Online Shopping

Perkembangan teknologi dan modernisasi membuat kebutuhan fashion semakin meningkat. Beradasarkan data SGIE 2024 mencatat Indonesia menempati posisi pertama dunia dalam sektor fashion Muslim. Meningkatnya jumlah pengguna internet di Indonesia turut mendorong kemajuan industri fashion Muslim. Besarnya jumlah pengguna internet membuat banyak pengusaha fashion Muslim beralih menggunakan platform online untuk menjual produk mereka. Hal ini sejalan dengan tujuan penelitian untuk mengetahui pengaruh religiusitas, influencer endorsement dan online customer review terhadap niat beli fashion Muslim di online shopping. Metode yang digunakan yaitu kuantitatif. Teknik pengambilan sampel melalui metode purposive sampling, dengan menyebar kepada 174 responden mahasiswa Muslim Surabaya. Analisis data menggunakan SEM-PLS melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan religiusitas tidak terdapat pengaruh terhadap niat beli produk fashion Muslim di online shopping. Sedangkan influencer endorsement dan online customer review secara parsial berpengaruh positif terhadap niat beli produk fashion Muslim di online shopping. Pada penelitian ini hanya berfokus pada mahasiswa Muslim Surabaya, dimana faktor pendorong niat beli hanya religiusitas, influencer endorsement dan online customer review. Sehingga diharapkan penelitian selanjutnya melibatkan responden dari wilayah berbeda serta dapat menambahkan variabel lain yang dapat menghasilkan temuan yang lebih mendalam.

Kata Kunci: Niat Beli; Religiusitas; Influencer Endorsement; Online Customer Review; Fashion Muslim

Technological developments and modernization have increased the demand for fashion. Based on SGIE 2024 data, Indonesia ranks first in the world in the Muslim fashion sector. The increasing number of internet users in Indonesia has also driven the advancement of the Muslim fashion industry. The large number of internet users has led many Muslim fashion entrepreneurs to switch to using online platforms to sell their products. This is in line with the research objective to determine the influence of religiosity, influencer endorsement, and online customer reviews on the intention to purchase Muslim fashion products in online shopping. The method used is quantitative. The sampling technique was purposive sampling, distributed to 174 Muslim student respondents in Surabaya. Data analysis was conducted using SEM-PLS through SmartPLS software. The results showed that religiosity had no effect on the intention to purchase Muslim fashion products in online shopping. Meanwhile, influencer endorsement and online customer reviews had a partial positive effect on the intention to purchase Muslim fashion products in online shopping. This study only focused on Muslim students in Surabaya, where the factors driving purchase intention were only religiosity, influencer endorsement, and online customer reviews. Therefore, it is hoped that future studies will involve respondents from different regions and add other variables that can produce more in-depth findings.

Keywords: Purchase Intention; Religiosity; Influencer endorsement; Online customer review; Muslim Fashion