<![CDATA[This study aims to analyze the influence of religiosity, lifestyle, price, and fashion trends on Muslim fashion purchasing decisions by Generation Z in Medan City. The method used is a quantitative approach with SEM-PLS analysis techniques through SmartPLS 4 software and involving 100 respondents. The results show that religiosity, lifestyle, and fashion trends have a significant influence on purchasing decisions, while price does not show a significant influence. The R² value of 57.3% indicates that the model can explain more than half of the variation in purchasing decisions. This finding reflects that Gen Z prioritizes religious aspects and lifestyle over price considerations, which is in line with the principles of consumption in Islamic economics namely, orientation towards needs, ethical values, and compliance with sharia.Keywords: Muslim fashion, religiosity, lifestyle, price, fashion trends, purchasing decisions]]>
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