The Influence of Fashion Trends and Consumer’s Behavior on Purchasing Decision for Muslim Women’s Clothing

Abstract

This study aimed to determine the influence of fashion trends and consumers’ behavior on purchasing decisions for Muslim clothing. This study was conducted in Makassar City with 35 respondents. This study used multiple regression analysis with the Ordinary Least Square (OLS) method. This study has been normally distributed, free from multicollinearity and heteroscedasticity problems. The results of the study showed an R2 value of 34.7%, so the variation in women's clothing purchasing decisions can be explained by both independent variables and the rest is explained by variables outside the model. The results of the F test show that the independent variables of fashion trends and consumer behavior together influence purchasing decisions. The results of the t test show that the increase in purchasing decisions for Muslim clothing was influenced by the increase in fashion trends and consumer behavior.