Faktor Electronic Word of Mouth, Halal Lifestyle dan Product Quality Terhadap Keputusan Pembelian Melalui Price Discount

Abstract

This study intends to ascertain how purchasing decisions about Muslim women's fashion products at Faradiba boutique are influenced by electronic word-of-mouth, halal lifestyle, and product quality, with price discounts serving as a moderating factor. A quantitative approach using a descriptive methodology is the methodology employed. Primary data is the data source that was used. Customers who had shopped at the Faradiba boutique for Muslimah fashion products comprised the population. A non-probability sampling methodology combined with a purposive sampling strategy yielded 200 samples. The Partial Least Square (PLS) program and SmartPLS 4 software were used for data analysis. The study's findings led to the notion that factors such as halal lifestyle, product quality, and electronic word-of-mouth positively and significantly influenced consumers' decisions to buy. The choice to buy Muslimah fashion items at the Faradiba boutique may be moderated by the hypothesis. Discounts on prices, however, are unable to temper the halal way of life.