Factors Influencing Consumer Decisions to Purchase Hijab Products Online on Instagram Social Media

Abstract

The purpose of this study is to investigate the cultural, social, personal, and psychological factors that are believed to influence consumers' online purchasing decisions. Data analysis employs multiple linear regression analysis techniques and is validated using SPSS software. This study is a form of quantitative research with a sample size of 96 respondents. The selected sample was a student from the Nobel Institute of Technology and Business Indonesia who was known to have used Instagram for online purchasing, making the data obtained reliable and pertinent. Individual factors and psychology have a greater impact on consumers' online hijab decisions, as demonstrated by the findings.