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All Journal Jurnal Media Pengabdian Komunikasi International Journal of Islamic Business and Economics (IJIBEC)
Fauziah, Tia
Unknown Affiliation
Religion Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Analyzing Hijab Fashion Purchase Intentions Using the Stimulus-Organism-Response (S-O-R) Model Najib, Moh Farid; Fauziah, Tia; Purwihartuti, Koernia; Razli, Izyanti Awang
International Journal of Islamic Business and Economics (IJIBEC) Vol 8 No 1 (2024): Volume 8 Nomor 1 Tahun 2024
Publisher : Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28918/ijibec.v8i1.7203

Abstract

This study investigates the determinants of Muslim women's purchase intention for premium hijabs through the lens of the Stimulus-Organism-Response (S-O-R) framework. The research delves into the direct and mediated effects of hedonic value, utilitarian value, and religiosity on purchase intention, with attitude functioning as a mediating construct. By deploying the S-O-R model, the study captures the nuanced interplay between affective and cognitive dimensions of consumer decision-making processes. Employing an explanatory survey methodology, the research conducted a quantitative analysis involving 412 Muslim women in West Java, Indonesia. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that both utilitarian and hedonic values exert statistically significant influences on purchase intention, while religiosity demonstrates an indirect impact on purchase behavior through attitudinal mediation. Critically, attitudes emerge as a substantive mediating mechanism in the relationship between these constructs and purchase intention. The results suggest that emotional satisfaction and perceived utility constitute more potent determinants of hijab purchasing behavior than religiosity in isolation. This study makes a substantive contribution to the scholarly discourse on Islamic consumer behavior by extending the application of the S-O-R model and providing nuanced, actionable insights for marketers within the modest fashion industry. The research opens avenues for future comparative investigations across Muslim-majority and minority contexts.
Optimalisasi Peran Pemerintah Daerah Dalam Pengembangan UMKM Kelurahan Sumur Pacing Kota Tangerang Amanda, Amanda; Say, Jesyca; Salsabila, Fyola; Ramadhan, Muhammad Rafly; Fauziah, Tia; Putri, Rizky Awalia
Jurnal Media Pengabdian Komunikasi Vol 5, No 2 (2025): Jurnal Media Pengabdian Komunikasi
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/medikom.v5i2.703

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memegang peranan penting dalam mendorong pertumbuhan ekonomi, termasuk di tingkat lokal seperti di Kelurahan Sumur Pacing. Penelitian ini bertujuan untuk memahami sejauh mana peran pemerintah kelurahan dalam memfasilitasi pengembangan UMKM serta mengidentifikasi tantangan yang dihadapi dalam proses pelaksanaannya. Melalui pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara langsung dengan pelaku UMKM serta studi dokumentasi. Hasil penelitian menunjukkan adanya kesenjangan antara program yang telah dirancang oleh pihak kelurahan dengan kenyataan di lapangan. Banyak pelaku UMKM merasa tidak terinformasikan secara memadai dan kurang dilibatkan dalam kegiatan yang sebenarnya ditujukan untuk mereka. Temuan ini menegaskan perlunya perbaikan dalam mekanisme sosialisasi, pendataan, serta pelibatan langsung pelaku usaha agar program pemberdayaan yang dijalankan benar-benar relevan, inklusif, dan berkelanjutan.
Co-Authors Amanda Amanda Moh Farid Najib Purwihartuti, Koernia Putri, Rizky Awalia Ramadhan, Muhammad Rafly Razli, Izyanti Awang Salsabila, Fyola Say, Jesyca