The Influence of Price and Variety of Hijab Products on Purchasing Decisions at Zadir Hijab Collection in Jambi City

Mutiara Ade Reza; Efni Anita; Khusnul Istiqomah

doi:10.63922/ijebir.v5i05.5725

Mutiara Ade Reza Sultan Thaha Saifuddin State Islamic University of Jambi
Efni Anita Sultan Thaha Saifuddin State Islamic University of Jambi
Khusnul Istiqomah Sultan Thaha Saifuddin State Islamic University of Jambi

DOI: https://doi.org/10.63922/ijebir.v5i05.5725

Keywords: Consumer Behavior, Price, Product Variety, Purchasing Decision, Retail Marketing

Abstract

Indonesia has one of the largest Muslim fashion markets globally, creating intense competition among hijab retailers. In this competitive environment, price and product variety are considered important factors influencing consumers' purchasing decisions. This study aims to analyze the partial and simultaneous effects of price and hijab product variety on purchasing decisions at Zadir Hijab Collection, Jambi City. This research employed a quantitative approach using an associative survey method. The population comprised all consumers of Zadir Hijab Collection, while 100 respondents were selected through purposive sampling. Data were collected using observation and a five-point Likert scale questionnaire. Data analysis was performed using SPSS through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that price has a positive and significant effect on purchasing decisions (β = 0.515; p < 0.001), while product variety also has a positive and significant effect (β = 0.328; p < 0.001). Simultaneously, both variables significantly influence purchasing decisions (F = 71.446; p < 0.001) and explain 59.6% of the variance in purchasing decisions (R² = 0.596). It can be concluded that maintaining competitive prices while offering diverse hijab products is an effective strategy for improving consumer purchasing decisions at Zadir Hijab Collection

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