Authors :
Pipit Indrawati; Afriapollo Syafaruddin
Volume/Issue :
Volume 8 - 2023, Issue 1 - January
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3EoJOm9
DOI :
https://doi.org/10.5281/zenodo.7659312
Abstract :
This study aims to determine the effect of the
direct implementation of Attitudes, Subjective Norms,
Perceived Usefulness, Perceived Ease of Use, Perceived
Risk and Religiosity as well as the indirect effect after
being moderated by Religiosity on Purchase Intentions
for Muslim Fashion through the marketplace in Gen Z
(zelenial generation) Indonesia . The object of this
research is Gen Z from 5 major islands in Indonesia. The
population of this study is 374 Gen Z people who use
gadgets to access online shopping applications. The
sampling technique uses purposive sampling with an
online questionnaire. The research variable uses a Likert
scale of 1-7. The research uses a quantitative approach
with the Structural Equation Modeling (SEM) analysis
method with the help of SmartPLS version 3.0 software.
The results showed that Attitude, Subjective Norms,
Perceived Usefulness, Perceived Ease of Use and
Religiosity had a positive and significant effect on
Purchase Intention of muslim fashion through the
marketplace in Gen Z, while Perceived Risk had a
negative effect. Religiosity is also proven to have a
positive moderating effect on Attitudes, Subjective
Norms, Perceived Usefulness and Perceived Ease of Use.
As well as providing a negative moderating effect on the
Perception of Risk.
Keywords :
TAM; TPB; Gen Z; Purchase Intention: Muslim Fashion
This study aims to determine the effect of the
direct implementation of Attitudes, Subjective Norms,
Perceived Usefulness, Perceived Ease of Use, Perceived
Risk and Religiosity as well as the indirect effect after
being moderated by Religiosity on Purchase Intentions
for Muslim Fashion through the marketplace in Gen Z
(zelenial generation) Indonesia . The object of this
research is Gen Z from 5 major islands in Indonesia. The
population of this study is 374 Gen Z people who use
gadgets to access online shopping applications. The
sampling technique uses purposive sampling with an
online questionnaire. The research variable uses a Likert
scale of 1-7. The research uses a quantitative approach
with the Structural Equation Modeling (SEM) analysis
method with the help of SmartPLS version 3.0 software.
The results showed that Attitude, Subjective Norms,
Perceived Usefulness, Perceived Ease of Use and
Religiosity had a positive and significant effect on
Purchase Intention of muslim fashion through the
marketplace in Gen Z, while Perceived Risk had a
negative effect. Religiosity is also proven to have a
positive moderating effect on Attitudes, Subjective
Norms, Perceived Usefulness and Perceived Ease of Use.
As well as providing a negative moderating effect on the
Perception of Risk.
Keywords :
TAM; TPB; Gen Z; Purchase Intention: Muslim Fashion