Pengaruh Self-Identity, Sikap Individu dan Norma Subyektif terhadap Niat untuk Membeli Produk Hijab Fashion

Abstract

This research attempted to analysis the impact of self-identity, consumers attitude , and subjective norm towards intention to buy hijab fashion product. The data were gathered by using self-adminitrated questionaire to 235 respondents which came from higher education student girls. The result revealed that self-identity has a positive and significant impact towards intention to buy hijab fashion. Furthermore, it also found that subjective norm affected the aspect of individual intention to buy hijab fashion significantly as well.

View original from jurnal.untagsmg.ac.id