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THE INFLUENCE OF RELIGIUSITY AND PRODUCT QUALITY ON THE

PURCHASE DECISION OF MUSLIM CLOTHES IN E-COMMERCE IN

MAKASSAR CITY

Akramunnas

, Muhammad Nasri Katman

, Nurul Inayah

Alauddin State Islamic University Makassar, Indonesia

erossandimahesa@gmail.com

, Muh.nasri@uin-alauddin.ac.id

[email protected]

PAPER INFO ABSTRACT

Received:

November 2022

Revised:

November 2022

Approved:

November 2022

backgrounds: The rapid and sophisticated development of information and

communication technology has brought major changes in aspects of life.

People can now do things more easily thanks to technological advances,

including trade.

Aim: This study aims to determine the effect of religiosity and product

quality on purchasing decisions for seasonal clothing in e-commerce in the

city of Makassar.

Methods: This research uses quantitative research methods. The sampling

technique used was purposive non-probability sampling using Hair's theory,

so that the number of samples in this study was 160 samples. Sources of

data in this study are primary data and secondary data with data collection

methods through questionnaires, observation, and documentation.

Findings: the results of the study show that partially the religiosity and

product quality variables have a significant influence on the purchasing

decision of Muslim clothing in e-commerce. Simultaneously the religiosity

and product quality variables have a significant influence on the purchasing

decision of Muslim fashion in e -commerce in Makassar city. Based on the

results of the test for the coefficient of determination, it was found that

religiosity and product quality can influence the decision to purchase

Muslim clothing in e-commerce by 0.519 or 51.9%. Meanwhile, the

remaining 0.481 or 48.1 % is influenced by other variables not proposed in

this study. .

KEYWORDS

Religiosity; Product quality; Buying decision

INTRODUCTION

The rapid and sophisticated development of information and communication technology

has brought about major changes in aspects of life (Showlani, 2021) . The Internet is currently

one of the factors driving technological progress. Based on the results of a survey conducted

by the Internet Service Providers Association (APJII), the number of Internet users in

Indonesia in the second quarter of 2019 was 196.7 million. Compared to 2018, the number

increased by 23.5 million , around 8.9 percent (Bayu, 2020). This shows that the internet is a

community need with internet users experiencing significant growth in Indonesia every year

(Kusuma, 2021).

People can now do things more easily thanks to technological advances, including

trade. Now trade has changed in terms of buying and selling processes and marketing

products. The trading process that utilizes information technology is understood by the term

electronic commerce or e-commerce (Mulachela, 2022) . According to Purba in (Maulana & Nasir,

2021) gives the opinion that e - commerce is a set of information technology both in the form

of applications and business processes, which connects companies, consumers and certain

The Influence of Religiosity and Product Quality on Purchase Decisions for Muslim Clothing in E-

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100 Return: Study of Management, Economics and Business , Vol1(No3), Nov 2022

communities through electronic devices to trade goods, services and information that is

carried out electronically .

According to Seprtriana Tangkari, Director General of Informatics Applications at the

Ministry of Communication and Information (Kemkominfo), said that Indonesia is in the 10

countries with the largest e-commerce growth, with an increase of 78 percent. Therefore,

Indonesia is ranked first and Mexico is ranked second, with a growth rate of 59 percent

(Zuraya, 2019) . This condition shows that the electronic commerce industry has strong values,

so companies must take advantage of it. Many companies are currently using e- commerce to

help their business grow. E-commerce is expected to play an important role in facing the

business world. The use of e-commerce has an impact on the development of the business

world, both small and large. As a result, the use of e-commerce as a form of implementing

technological developments to market its products to all places, both nationally and

internationally (Alwendi, 2020).

Currently, the development of e-commerce also has a major impact when the Covid-19

pandemic hit Indonesia in March 2020 (Nurlela, 2021). The implementation of public

restriction policies, as well as control of COVID-19 have had an impact on increasing

consumer online shopping. News report (cnnindonesia, 2021) the number of consumers using

e-commerce to shop online in Indonesia in 2021 is 32 million. That number has jumped 88

percent from only 17 million in 2020. Director Neelsen Indonesia, stated that the number of

consumers shopping has increased along with the increase in the internet in Indonesia.

E-commerce business is now growing at a very high speed. It can be seen from the large

number of visitors to e-commerce every month. The following are the top 10 e-commerce

companies with the highest number of visitors in Indonesia in Q3 2021.

Table 1 10

Top E-Commerce with Top Visitors in Indonesia

Ecommerce Name

Number of visitors

Tokopedia

158,136,700

Shopee

134,383,300

Bukalapak

30,123,700

Lazada

27,953,300

Blibli

16,326,700

Orami

12,840,000

Ralali

5,513,300

Bhinneka

4,506,700

JD.ID

3,823,300

10.

Zalora

2,550,000

Source: (iprice.co.id, 2021)

Looking at the data in Table 1 above, Tokopedia ranks first, Shopee ranks second,

Bukalapak ranks third, Lazada ranks fourth, and Blibli ranks fifth. Then followed

successively Orami, Ralali, Bhinneka, JD.ID and Salora. Based on We Are Social research as

of April 2021, 88.1 percent of internet users use e-commerce services to buy products

(Lidwina, 2021) . Fashion products are the most popular sector in Indonesia and are in great

demand by e-commerce users.

Fashion penetrates all aspects of life, including spirituality. This is reflected in the

growing development of Islamic fashion, including Muslim fashion. Along with the

emergence of Muslim fashion fashion trends with the latest innovations. Starting with an

increasingly trendy hijab style with a simple and classy Muslim fashion model. Currently

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Muslims are very aware of covering their private parts, Muslim clothing is no longer seen as

covering their genitals but as a way of life. In addition, the existence of e-commerce that

makes it easy for consumers to make transactions creates opportunities for the development

of Muslim fashion. Muslim clothing is a model of clothing that is in accordance with the

teachings of Islam. The hallmark of the Muslim fashion model is that it is closed and not see-

through (Yuliza, 2021) .

This verse explains that the purpose of clothing is to cover the genitals, which should not

be seen by other people. The next function of clothing is as jewelry for the wearer. Someone

will appear neat and polite in Muslim clothing (Wahyuningsih, 2017) . As a country with a

Muslim majority in the world, Thomson Reuters provides information that Indonesia is the

third-ranked consumer of Muslim fashion in the world, spending a total of IDR 300 trillion

per year. The Muslim fashion sector will still have room to grow, especially since

consumption of Muslim clothing in Indonesia earns US$20 billion or IDR 286.9 trillion, with

a growth rate of 18.2% per year (Oto & Tekno, 2021) . This is caused by the religious nature of

consumers. The attitudes and behavior of consumers when making decisions about world

affairs, considering the affairs of the hereafter and their religious beliefs is called religiosity

(Aliyah & Suryaningsih, 2021) .

According to Ancok and Suroso in (Basuni & dkk, 2021) said that religiosity includes

various aspects or dimensions not only when a person performs worship but also other

activities. So that religiosity has an impact on purchasing decisions. According to Esso and

Dibb in (Aliyah & Suryaningsih, 2021) say that religiosity has a significant influence on

consumer behavior in purchasing decisions. Because each individual has their own level.

Consumers with a high level of faith will pay more attention to whether the product they buy

is in accordance with the teachings of their religion.

Apart from religiosity, purchasing decisions for Muslim clothing are influenced by

product quality. Consumers will definitely consider this when making purchasing decisions

because high-quality products will satisfy them (Martini, 2021) . Kotler and Armstrong in

(Tirtayasa, 2021) argue that product quality is a characteristic of a product that has the ability

to satisfy consumer needs. Products with high quality and meet consumer expectations will

give a good impression. To find out the quality of products in e-commerce, consumers can

only see the description or information listed under the product image. Information listed

includes materials, sizes, colors, patterns and availability. Therefore, potential consumers

must be careful in understanding the information provided, so they are not disappointed when

buying the product (Sari & Harti, 2021) .

Previous research conducted by (Dessy Trimulyani, 2020) found that religiosity can

influence purchasing decisions. On the other hand, the influence of religiosity on purchasing

decisions shows insignificant results according to the findings (Fitria & Artanti, 2020). Then the

findings by (Khaqiqi & dkk, 2021) concluded that product quality influences purchasing

decisions. However, it is different from the findings by (Nasution, 2020) that product quality

has no influence on purchasing decisions. Based on what has been explained previously, the

researcher wants to review the relationship between religiosity and product quality

simultaneously, so that there is an influence on purchasing decisions.

According to (Saidy & Katman, 2022), religiosity is a person's appreciation of religious

values and teachings that are appreciated for religious teachings and values, both from the

heart and actions. This appreciation is then carried out in everyday life. Religiosity can be

manifested in one's activities or actions related to religion and beliefs that are adhered to

(Rakhmawati, 2018). The religiosity of a Muslim can be measured by the extent of knowledge,

belief, practice and appreciation of religion (Rahmawati, 2016) . According to some of the

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definitions given above, it can be concluded that religiosity is a form of appreciation of

religious teachings that exist within a person then acts according to the level of obedience to

his religious teachings both in everyday life.

According to Saparso and Jesfer in (Tonibun & dkk, 2021) states that a product is any

item offered by producers to be felt, requested, ordered, purchased, used or consumed

according to the needs and desires of consumers. Product quality, as defined by Teguh and

Rusly in (Septiani & Robianto, 2021), is the overall characteristics and characteristics of a

product or service that affect the ability to meet stated needs. Meanwhile, according to Kotler

and Armstrong in (Tirtayasa, 2021) product quality is the characteristic of a product that is able

to meet consumer needs. According to some of the definitions set up above, it is concluded

that product quality is a product/coal produced by a person or a company and has a use value

that must be marketed to satisfy the needs and desires of consumers.

According to Private in (Showlani, 2021) purchasing decisions are all mental processes

and other physical activities that occur in the buying process at a certain time and place and

fulfill certain needs, in other words as the stages chosen by consumers . Another

understanding of purchasing decisions is conveyed by Tjiptono in (Purboyo & dkk, 2021) is a

process where consumers are aware of a problem, seek information about products, and

assess how well each can solve problems, which leads to purchasing decisions. Meanwhile,

the purchase decision according to Kotler and Armstrong in (Sumolang & Mandey, 2018) is the

stage in the decision-making process where a consumer actually makes a purchase. Based on

some of the definitions above, purchasing decisions are consumer actions when they actually

buy after knowing the problem, looking for product information and determining how well

each alternative solves their respective problems.

METHODS

Study utilizes quantitative research methods and uses an associative research approach.

According to Suqiono in (Janet & dkk, 2021) defines that the associative research approach

intends to determine the effect or relationship between two or more variables. Associative

research has the form of a causal relationship, which shows that there are variables that are

the cause and there are variables that are the effect. This means that changes in one variable

(independent) cause changes in other variables (dependent).

Location and Time of Research

This research was conducted in the city of Makassar. The time for this research to be

conducted is approximately 3 months from April to June 2022.

Population and Sample

In this research, the population used is the people of Makassar who are Muslim and have

purchased Muslim clothing on e-commerce.

This research utilizes a sampling technique, namely non-probability sampling with purposive

sampling (directed sampling) where the sampling technique is based on certain

considerations. According to Hair's theory in (Iskandar & dkk, 2021) explains that when looking

for research samples with unknown populations, a minimum calculation of 5 to 10 times the

variables or indicators can be analyzed. Then the calculation of the sample obtained is as

follows:

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Sample = Number of Indicators × 10

= 16 × 10

= 160

In accordance with the calculations above, the researcher concluded that there were 160

samples in this study.

Method of collecting data

Data collection methods used in this study were questionnaires, observation and

documentation. Questionnaires were given online via Google-from and offline to respondents

using a Likert scale. It is understood that the Likert scale is a scale designed to measure

attitudes, opinions, and perceptions of the symptoms experienced by respondents.

Data analysis technique

In this study, data were managed using statistical analysis techniques by utilizing the IBM

SPSS Statistics version 21 computer program. Therefore the data analysis techniques for this

study were through classical assumption tests, coefficient of determination tests, multiple

linear analysis and hypothesis testing.

Variable operational definitions

a. The religiosity variable (X1) and product quality variable (X2) are independent

variables in this study.

b. Purchase decision variable (Y) as the dependent variable in this study.

RESULTS AND DISCUSSION

Multiple Linear Analysis

Multiple linear analysis tests were carried out to explain and predict how much

influence religiosity (X1) and product quality (X2) had on the decision to purchase Muslim

clothing in e-commerce in Makassar City. Table 2 shows the results of multiple linear

analysis tests.

Table 2

Multiple Linear Analysis Test Results Coefficientsa

Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

std. Error

Betas

(Constant)

5,345

2,574

2,077

.039

Religiosity X1

,459

.089

,326

5,149

,000

Product Quality X2

,397

.050

,504

7,961

,000

a. Dependent Variable: Purchase Decision

Source: Results of primary data processing by researchers, 2022

From the results of the multiple linear analysis test in Table 2 above, the following

form of the multiple linear regression equation is explained:

Y= 5.345+0.459X1+0.397X2+e

The multiple linear equation above, the interpretation obtained is as follows:

a. The constant value is 5.345 indicating that when religiosity (X1) and product quality

(X2) have a value of zero (0), the decision to purchase Muslim clothing on e-

commerce will still have a value of 5.345.

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b. The regression coefficient value for the religiosity variable (X1) is 0.459 indicating

that an increase of 1 unit will increase the decision to purchase Muslim clothing in e-

commerce by 0.459 units.

c. The regression coefficient value for the product quality variable (X2) is 0.397

indicating that an increase of 1 unit will increase the decision to purchase Muslim

clothing in e-commerce by 0.397 units.

Test the Coefficient of Determination R2

Table 3

Test Results for the Coefficient of Determination

Summary models

Model

R Square

Adjusted R

Square

std. Error of the Estimate

721a

,519

, 513

2,211

a. Predictors: (Constant), Religiosity X1 , Product Quality X 2

Source: Results of primary data processing by researchers, 2022

From the results of the R2 test table above, it shows that the R Square value is 0.519

or 51.9%. These results indicate that the percentage contribution of the independent variables

in explaining the total amount of the dependent variable is 51.9%. Meanwhile, the remaining

0.481 or 48.1% is determined or influenced by other variables not proposed in this study.

Partial Hypothesis Test (T Test)

Obtained an understanding that the t test is used to determine whether or not there is a

significant influence of the independent variables, namely religiosity and product quality

partially on the dependent variable, namely purchasing decisions. The t test with a

significance probability level of 0.05. If the significant value is <0.05, then partially the

independent variable has an influence on the dependent variable. The results of the t test are

obtained in Table 3 below:

Table 4

Partial Test Results (t test)

Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

std.

Error

Betas

(Constant)

5,345

2,574

2,077

.039

Religiosity X1

,459

.089

,326

5,149

,000

Product Quality X2

,397

.050

,504

7,961

,000

a. Dependent Variable: Purchase Decision Y

Source: Results of primary data processing by researchers, 2022

Based on the results of the calculation of the t test in table 4.15 above, it is known

that:

a. Obtained a significant value of the religiosity variable (X1) of 0.000 <0.05. In the end

it leads to the conclusion that partially religiosity has a significant influence on

purchasing decisions for Muslim clothing in e-commerce.

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b. The significant value of the product quality variable (X2) is 0.000 <0.05. In the end it

leads to the conclusion that partially product quality has a significant influence on

purchasing decisions for Muslim clothing in e-commerce.

Simultaneous Hypothesis Test (Test F)

The F test aims to test all the independent variables (religiosity and product quality)

studied, giving a simultaneous effect on the dependent variable (purchasing decision). If the

significant value < 0.05, it means that the independent variable simultaneously has an

influence on the dependent variable. However, if the significant value is > 0.05, it means that

the dependent variable simultaneously does not have a significant effect on the dependent

variable with a significance level of 5 % (α= 0.05). The results of the F test are obtained in

Table 4 below:

Table 5

Simultaneous Test Results (Test F)

ANOVA

Model

Sum of

Squares

MeanSquare

Sig.

Regression

828,587

414,294

84,786

,000

residual

767,157

157

4,886

Total

1595,744

159

a. Dependent Variable: Purchase Decision Y

b. Predictors: (Constant), Religiosity X1, Product Quality X2

Source: Results of primary data processing by researchers, 2022

From the test results above, it was found that the significant value was 0.000 <0.05. In

the end it leads to the conclusion that religiosity and product quality simultaneously have a

significant influence on purchasing decisions for Muslim clothing in e-commerce.

Based on the results of the analysis that has been carried out, then a discussion will be

carried out regarding the results of data processing in this study as follows:

Based on the findings of the analysis, the following will be discussed further related to the

results of data processing in this study:

Religiosity has an influence on purchasing decisions for Muslim clothing in e-commerce

in the city of Makassar.

From the partial test results in the table above, that the religiosity variable has a

significant value of 0.000 <0.05, meaning that the religiosity variable has a significant

influence on purchasing decisions for Muslim clothing in e-commerce. So the first hypothesis

can be proven true.

In line with Faiz Muwajidin's explanation in (Isa & dkk, 2020) "the higher the obedience

or belief a person has in their religion, the higher the level of religiosity". As a result, the

stronger the religiosity values possessed by Muslim consumers in the city of Makassar, it can

influence them in purchasing Muslim clothing on e-commerce.

The findings of this study are similar to those of research (Dessy Trimulyani, 2020)

and (Yauchy Apsa, 2020) with the finding that religiosity is not able to influence the decision

to purchase Muslim clothing. Because respondents in this study made purchasing decisions

for Muslim clothing did not have a high level of religiosity in making purchase decisions, this

was caused by other factors. The findings of this study indicate that religiosity has an

influence on purchasing decisions. So it can be concluded that there is a discrepancy that

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occurs in these findings with this study. The discrepancy that occurs in these findings shows

that not all individuals have the same level of religiosity in making Muslim clothing

purchasing decisions in e-commerce.

Product Quality Influences The Purchase Decision Of Muslim Clothing In E-Commerce

In The City Of Makassar.

Table 5 above shows that the quality variable has a significant value of 0.000 <0.05,

which means that the product quality variable influences the buying decision of Muslim

fashion in e-commerce. So the second hypothesis can be proven true.

This finding is in line with the opinion of Kotler and Armstrong (Budianti & Anjarwati, 2017),

"the better the quality of the products produced, the more opportunities consumers have to

make purchasing decisions". As a result, the better the product quality, the higher the

purchase decision. Consumers who are satisfied with Muslim clothing on e-commerce will

continue to purchase Muslim clothing.

This finding is similar to the findings (Khaqiqi & et al, 2021) and (Dewi, 2021) that

product quality can influence purchasing decisions. Meanwhile, in contrast to the findings

that product quality is not able to influence purchasing decisions. This is because some of the

products offered in e-commerce are of poor quality, for example having translucent quality

fabrics. Meanwhile in the findings of this study that product quality influences purchasing

decisions. So that it can be concluded that there is a gap that occurs in these findings and with

this research. The discrepancy that occurs in these findings shows that not all products sold

on e-commerce are of poor quality.

Religiosity and Product Quality Simultaneously Influence the Purchase Decision of

Muslim Clothing in E-Commerce in Makassar City

From the results of the hypothesis test in table 4.17 above, a significant value of 0.000

<0.05 is obtained, which means that the religiosity and product quality variables

simultaneously have a significant influence on purchasing decisions for Muslim clothing in e-

commerce in the city of Makassar. So the third hypothesis can be proven true.

The results of purchasing decisions for Muslim clothing in e-commerce are influenced

by religiosity and product quality. As from the previous understanding that religiosity is a

religious attitude possessed by someone who makes him behave according to his level of

obedience to his religion. Product quality is the strength of a product to meet consumer

expectations. Therefore, every individual feels compelled to wear Muslim clothing, because

one's religiosity feels the need for encouragement to submit to their own religion. Muslim

clothing that has good quality will spur consumers in making purchasing decisions. Obtaining

the conclusion that the existence of these two factors makes a simultaneous influence on the

purchasing decision of Muslim fashion in e-commerce.

CONCLUSION

As with the findings above, the conclusions obtained will be explained below: Based

on partial calculations (t test) the religiosity variable has a significant influence on the

decision to purchase Muslim clothing in e-commerce in the city of Makassar. This is because

the significant value is 0.000 <0.05, so the assigned Ha experiences acceptance and H0

experiences rejection. Based on partial calculations (t test) the product quality variable has a

significant influence on purchasing decisions for Muslim clothing in e-commerce in the city

of Makassar. This is because the significance value is 0.000 <0.05 as a result Ha experiences

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acceptance and H0 experiences rejection. Based on simultaneous calculations ( F test) , the

variables of religiosity and product quality simultaneously have a significant influence on

purchasing decisions for Muslim clothing in e-commerce in the city of Makassar. This is

because the significant value is 0.000 <0.05 as a result Ha experiences acceptance and H0

experiences rejection

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