Analisis Niat Beli Fashion Muslim di Masa Pandemi Covid-19 Menggunakan Theory Of Planned Behavior (TPB)

Abstract

Penetapan penyebaran Covid-19 sebagai pandemi oleh WHO pada 12 Maret 2020 yang lalu, mengakibatkan negara-negara di dunia memberlakukan lockdown. Pekerja dan pelajar diimbau untuk bekerja dan belajar dari rumah secara online. Jika diamati, situasi ini rupanya turut mengubah gaya hidup dan pola masyarakat dalam mengkonsumsi barang dan jasa. Penelitian ini bertujuan mengidentifikasi karakteristik responden fashion muslim di masa pandemi Covid-19, menganalisis hubungan dan pengaruh antara sikap, norma subyektif, kontrol perilaku terhadap niat beli fashion muslim di masa pandemi Covid-19. Penelitian ini merupakan penelitian kuantitatif menggunakan desain cross sectional study. Populasi penelitian ini adalah masyarakat Indonesia dengan jumlah responden sebanyak 112 responden. Teknik penarikan contoh dalam penelitian ini menggunakan voluntary sampling. Data dikumpulkan melalui kuesioner online menggunakan google form. Metode analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa proporsi karakteristik responden (usia, jenis kelamin, pendidikan terakhir) berada pada kategori rendah. hubungan karakteristik responden (usia), sikap, norma subjektif dan kontrol perilaku memiliki hubungan positif sangat signifikan dengan niat beli fashion muslim di masa pandemi Covid-19. Hasil analisis regresi linier berganda menunjukkan bahwa terdapat pengaruh positif yang signifikan antara sikap, norma subjektif dan kontrol perilaku terhadap niat beli fashion muslim di masa pandemi Covid-19.

The WHO declared the spread of Covid-19 as a pandemic on March 12, 2020, which resulted in countries in the world imposing a lockdown. Workers and students are encouraged to work and study from home online. If observed, this situation seems to have changed the lifestyle and patterns of people in consuming goods and services. This study aims to identify the characteristics of Muslim fashion respondents during the Covid-19 pandemic, analyze the relationship and influence between attitudes, subjective norms, behavioral control on Muslim fashion purchase intentions during the Covid-19 pandemic. This research is a quantitative study using a cross sectional study design. The population of this study is the Indonesian people with a total of 112 respondents. The sampling technique in this study uses voluntary sampling. Data was collected through an online questionnaire using a google form. The data analysis method used multiple linear regression analysis. The results showed that the proportion of respondents' characteristics (age, gender, last education) was in the low category. The relationship between respondent characteristics (age), attitudes, subjective norms and behavioral control has a very significant positive relationship with Muslim fashion purchase intentions during the Covid-19 pandemic. The results of multiple linear regression analysis show that there is a significant positive influence between attitudes, subjective norms and behavioral control on Muslim fashion purchase intentions during the Covid-19 pandemic.