PENGARUH E-COMMERCE, MEDIA SOSIAL, DAN GAYA HIDUP TERHADAP PEMBELIAN FASHION MUSLIM OLEH GENERASI Z DI PEKANBARU - Yusnidar Yusnidar; Muhammad Adrian Agusta; Achmad Tavip Junaedi (Procuratio : Jurnal Ilmiah Manajemen, 2025)
This study aims to analyze the influence of E-Commerce, social media, and lifestyle on Muslim fashion purchasing decisions by Generation Z in Pekanbaru City. Generation Z is an age group that is highly exposed to digital technology and tends to have a consumptive lifestyle, especially in terms of fashion that is in accordance with religious identity and current trends. This study uses a quantitative approach with a survey method of 100 Gen Z respondents who actively use e-commerce and social media platforms. Data analysis was carried out using multiple linear regression and moderation analysis to see the role of consumptive lifestyle in strengthening the relationship between social media and purchasing decisions. The results of the study indicate that E-Commerce and social media have a significant influence on Muslim fashion purchasing decisions. In addition, consumptive lifestyle has been shown to strengthen the influence of social media on impulsive buying behavior. These findings indicate the importance of an integrated digital marketing strategy and an in-depth understanding of Gen Z characteristics in developing the Muslim fashion industry in Pekanbaru. Penelitian ini bertujuan untuk menganalisis pengaruh E-Commerce, media sosial, dan gaya hidup terhadap keputusan pembelian fashion muslim oleh Generasi Z di Kota Pekanbaru. Generasi Z merupakan kelompok usia yang sangat terpapar teknologi digital dan cenderung memiliki gaya hidup konsumtif, terutama dalam hal fashion yang sesuai dengan identitas religius dan tren masa kini. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden Gen Z yang aktif menggunakan platform e-commerce dan media sosial. Analisis data dilakukan menggunakan regresi linier berganda dan analisis moderasi untuk melihat peran gaya hidup konsumtif dalam memperkuat hubungan antara media sosial dan keputusan pembelian. Hasil penelitian menunjukkan bahwa E-Commerce dan media sosial berpengaruh signifikan terhadap keputusan pembelian fashion muslim. Selain itu, gaya hidup konsumtif terbukti memperkuat pengaruh media sosial terhadap perilaku pembelian impulsif. Temuan ini mengindikasikan pentingnya strategi pemasaran digital yang terintegrasi serta pemahaman mendalam terhadap karakteristik Gen Z dalam mengembangkan industri fashion muslim di Pekanbaru.