Kondisi bisnis yang penuh ketidakpastian menuntut pemeran untuk peka terhadap perilaku konsumen. Pesatnya pelaku bisnis meampu menciptakan beragam produk salah satunya pada industri fashion muslim.  Beragam nilai jual produk maupun layanan ditawarkan dalam pasar bisnis untuk memikat pangsa pasarnya. Tujuan penelitian ini adalah menguji peran moderasi entrepreneurial mindset pada hubungan desain produk, online customer review and rating, serta pembayaran dan dukungan logistik terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee.

    Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif. Adapun populasi dalam penelitian ini merupakan reseller yang pernah melakukan pembelian unbranded product fashion muslim di marketplace Shopee minimal 2 kali dalam 6 bulan terakhir dengan jumlah yang tidak terbatas (infinite). Sedangkan responden dalam penelitian ini sebesar 115 orang memenuhi kriteria yang telah ditentukan. Teknik analisis data menggunakan pendekatan SEM-PLS dengan bantuan software Warp-PLS 7.0 untuk analisis inferensial setiap variabel dan SPSS 25 untuk analisis statistik karakteristik responden dan analisis deskriptif variabel penelitian.

    Berdasarkan temuan hasil penelitian, dapat disimpulkan bahwa: (1) desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee; (2) online customer review and rating berpengaruh positif dan signifikan terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee; (3) pembayaran dan dukungan logistic berpengaruh positif terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee; (4) entrepreneurial mindset memoderasi pengaruh negatif desain produk terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee; (5) entrepreneurial mindset tidak memoderasi pengaruh online customer review and rating terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee; (6) entrepreneurial mindset memoderasi pengaruh negatif pembayaran dan dukungan logistik terhadap keputusan pembelian reseller pada unbranded product fashion muslim di marketplace Shopee.

    Implikasi penelitian yang dapat diterapkan pada pelaku usaha kecil menengah dalam pasar business to business (B2B) yaitu perlunya Sistem Evaluasi dan Seleksi untuk dalam menentukan Supplier berdasarkan indikator-indikator yang sesuai dengan peluang pasar. Pentingnya penyaringan informasi sebelum membuat suatu keputusan bagi reseller dipertimbangkan secara baik. Dengan demikian, besar harapan penulis melalui penerapan tersebut akan menumbuhkan entrepreneurial mindset pada setiap pelaku bisnis yang nantinya diharapkan akan berdampak pada iklim bisnis yang berkelanjutan.

Kata kunci: Desain produk, Entrepreneurial mindset, Keputuan pembelian, Online customer review and rating, Pembayaran dan dukungan logistik, Unbranded product

    Uncertain business conditions require actors to be sensitive to consumer behaviour. The business market offers various selling points of products and services to attract market share. With the rapid growth of the business, people can create multiple products, one of which is the Muslim fashion industry. This study aimed to examine the moderating role of the entrepreneurial mindset in the relationship between product design, online customer review and rating, as well as payment and logistical support for reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace.

    The approach used in this research is quantitative. The population in this study are resellers who have purchased unbranded Muslim fashion products in the Shopee marketplace at least two times in the last six months with an unlimited number (infinite). At the same time, the respondents in this study amounted to 115 people who met the criteria that have been determined. The data analysis technique used the SEM-PLS approach with the help of Warp-PLS 7.0 software for inferential analysis of each variable and SPSS 25 for statistical analysis of respondents' characteristics and descriptive analysis of research variables.

    Based on the research findings, it can be concluded that: (1) product design has a positive and significant effect on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace; (2) online customer reviews and ratings have a positive and significant effect on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace; (3) payment and logistical support have a positive effect on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace; (4) entrepreneurial mindset moderates the negative influence of product design on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace; (5) the entrepreneurial mindset does not moderate the influence of online customer reviews and ratings on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace; (6) entrepreneurial mindset moderates the negative effect of payment and logistical support on reseller purchasing decisions on unbranded Muslim fashion products in the Shopee marketplace.

    The research implication that can be applied to small and medium businesses in the business-to-business (B2B) market is the need for an Evaluation and Selection System to determine suppliers based on indicators by market opportunities. The importance of screening information before deciding on resellers is well considered. Thus, the author hopes this application will foster an entrepreneurial mindset in every business person, which is later expected to impact a sustainable business climate.

Key words: Entrepreneurial mindset, Payment and logistics support, Product design, Purchase decision, Online customer review and rating, Unbranded product