Dissecting the Role of Personality, Lifestyle, and Trust in Shaping Consumer Purchasing Decisions

Harum Pritasari; Rini  Hidayati

doi:10.58777/mcb.v1i2.501

Authors

Harum Pritasari Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati

DOI:

https://doi.org/10.58777/mcb.v1i2.501

Keywords:

Personality, Lifestyle, Trust, Purchasing Decisions

Abstract

This study aims to analyze the influence of personality, lifestyle, and trust on online fashion product purchasing decisions on Shopee e-commerce, viewed from an Islamic perspective. The research sample consisted of 170 students of the Management Study Program, Faculty of Economics and Business, YARSI University, batch 2017 who had purchased fashion products on Shopee. The sampling technique used purposive sampling with a survey method through a questionnaire, while data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that personality had a positive but insignificant effect on purchasing decisions, lifestyle had a positive and significant effect, and trust had a positive and significant effect. In addition, personality, lifestyle, and trust together had a high level of model fit (GoF 0.582) with good predictive ability (Q² 0.512). These findings confirm that lifestyle and consumer trust are dominant factors in driving purchasing decisions, while the Islamic perspective emphasizes the importance of honesty, transparency, and responsibility in online transactions

References

Al-Dmour, R. (2017). The Effect of Lifestyle on Online Purchasing Decision for Electronic Services: The Jordanian Flying E-Tickets Case. Asian Social Science; 13(11); 2017, 165. https://doi.org/10.5539/ass.v13n11p157

Amalia, R. (2017). Pengaruh Kepribadian, Gaya Hidup Dan Konsep Diri Terhadap Keputusan Pembelian Online di Kota Makassar. 90.

Anggraeni, P., & Madiawati, P. N. (2016). Pengaruh Kepercayaan Dan Kualitas Informasi Terhadap Keputusan Pembelian Secara Online Pada Situs Www.Traveloka.Com. e-Proceeding of Management: 3(2) Agustus 2016, 1886.

Chou, S. Y., Picazo-Vela, S., & Pearson, J. M. (2013). The Effect of Online Review Configurations, Prices, and Personality on Online Purchase Decisions: A Study of Online Review Profiles on eBay. Journal of Internet Commerce. Journal of Internet Commerce, 12:131–153, 2013, 149-150. https://doi.org/10.1080/15332861.2013.817862

Dwi, Muhammad Nopran. (2018). Pengaruh Kepercayaan, Kualitas Informasi, Dan Persepsi Risiko Terhadap Keputusan Pembelian (Studi Kasus Pada Pelanggan Online Shop Shopee.id. Di Kota Yogyakarta). Jurnal Penelitian. Universitas Islam Indonesia. Yogyakarta

Erdawati. (2020). Pengaruh Gaya Hidup, Iklan dan Harga Terhadap Keputusan Pembelian Online Melalui Shopee.id. e-Jurnal Apresiasi Ekonomi, 8(3). https://doi.org/10.31846/jae.v8i3.331

Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Sleman: Deepublish.

Hemanth, J. e. (2018). International Conference on Intelligent Data Communication Technologies and Internet of Things (ICCI) 2018. Europe: Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-03146-6

Ismail Nurdin, S. H. (2019). Metodelogi Penelitian Sosial. Surabaya: Media Sahabat Cendekia.

Kadir, H. A., Syarifuddin, Wahba, A. R., & Nining. (2018, 8 4). Pengaruh Faktor Gaya Hidup, Kelas Sosial, dan Kpribadian terhadap Keputusan Pembelian Yamaha Matic Mio Sport di Palu. Jurnal Sinar Manajemen, 5.

Kholidah, N., & Arifiyanto, M. (2020). Faktor-Faktor Pengambilan Keputusan Pembelian Kosmetik Berlabel Halal. Pekalongan: NEM. Retrieved from https://books.google.co.id/books?id=lzwWEAAAQBAJ&dq=faktor+faktor+yang+memperngaruhi+keputusan+pembelian&source=gbs_navlinks diakses 27 Februari 2021

Lestari, Andriyani. (2017). Pengaruh Gaya Hidup Dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Secara Online di Kota Makassar.

Merdeka.com. (2020). Riset: Ada Pandemi, Produk Fesyen Terbanyak Dibeli Melalui E-Commerce di Kuartal III. Merdeka. https://www.merdeka.com/uang/riset-ada-pandemi-produk-fesyen- terbanyak-dibeli-melalui-e-commerce-di-kuartal-iii.html diakses 18 Maret 2021

Meryana, L. L. (2017, Oktober). Effect of Trust and Easy on Decision Online Purchase toward Special Fashion Products. International Journal of Science and Research (IJSR), 6(10), 717.

Muljono, Ryan K. (2018). Digital Marketing Concept. Jakarta: PT Gramedia Pustaka Utama.

Muslihah, Fasihatul. (2017). Pengaruh social media marketing instagram terhadap keputusan pembelian produk fashion dalam pandangan islam.

Nomiasari, Fitri. (2019). Pengaruh Gaya Hidup Terhadap Perilaku Konsumen Muslim (Studi Kasus Pada Fakultas Ekonomi dan Bisnis Islam) Institut Agama Islam Negeri Bengkulu.

Nurbaya. (2012). Pembentukan Kepribadian Muslim Melalui Pendidikan Islam dalam Keluarga di Kel. Banyorang Kec. Tompobulu Kab. Bantaeng.

Paendong, M., & V.J.T, M. (2016). Pengaruh Kebutuhan dan Gaya Hidup terhadap Keputusan Pembelian Ponsel Smartren di Galeri SmartFren Cabang Manado. Jurnal Berkala Ilmiah Efisiensi, 16(04).

Rosyida, S., & Nadhira, A. (2019). Islamisasi Teori Konsumsi Masyarakat Muslim Modern. Jurnal Islamika, 19(1). https://doi.org/10.32939/islamika.v19i01.322

Rukajat, Ajat (2018). Pendekatan Penelitian Kuantitatif: Quantitative Research Approach. Deepublish: Yogyakarta.

Saifurrahman. (2016). Pembentukan Kepribadian Muslim dengan Tarbiyah Islamiyah. Jurnal Penelitian Tarbiyah Islamiyah, 1(1). https://doi.org/10.48094/raudhah.v1i1.8

Tjiptono, F., & D, A. (2019). Kepuasan Pelanggan (Konsep, Pengukuran, & Strategi. Yogyakarta: Andi.

Widokarti, Joko. R., & J.P., D. (2019). Konsumen, Pemasaran, Komunikasi Konteporer. Yogyakarta: Pustaka Setia.

Wijoyo, H., Cahyono, Y., & Ariyanto, A. (2020). Digital Economy dan Pemasaran Era New Normal. Sumatra Barat: Insan Cendekia Mandiri.