ANALISIS PERILAKU KONSUMEN PEREMPUAN TERHADAP PEMBELIAN PAKAIAN MUSLIM DI KABUPATEN MAMUJU

Shalahuddin. 2021. The Analysis of Female Consumer Behavior towards Purchasing Muslim Clothing in Mamuju Regency, supervised by Muhammad Idris and Syamsul Alam.
This research aims to determine (1) The partial influence of female consumer behavior on purchasing Muslim clothing in Mamuju Regency. (2) Simultaneous influence of female
consumer behavior on purchasing Muslim clothing in Mamuju Regency. (3) The most dominant variable in purchasing Muslim clothing in Mamuju Regency.
The research approach used in this research is a quantitative method with an exploratory approach. The data collection technique used is by making observations, distributing questionnaires and documentation. The population is the total number of samples that are the
object of research, namely women who are consumers of purchasing Muslim clothing in Mamuju Regency. From this data, the unit of analysis was taken from the sample size of
women in Mamuju Regency, namely 100 respondents. The questionnaires distributed were recovered by 100 respondents.
The results of this study show that (1) Partially, cultural variables do not significantly influence the purchase of Muslim clothing. while social, psychological and personal variables have a positive and significant influence on purchasing Muslim clothing. (2) Simultaneously cultural, social, psychological and personal variables have a positive and significant influence on purchasing Muslim clothing. (3) Psychological variables are the variables that have the most dominant influence on purchasing Muslim clothing in Mamuju Regency.