DETERMINANT FACTORS IN PREDICTING MUSLIM FASHION PURCHASE DECISION: A CASE IN NEW ENTRANTS BUSINESS

This study aims to determine the effect of price, product, promotion, and Islamic business ethics on purchasing decisions in new entrants' Muslim fashion businesses with intention-to-buy as an intervening variable. The indicators used are prices regarding prices, power, competitiveness, price comparisons. Data processing is carried out through a quantitative approach primary data collected questionnaires following techniques simple random sampling sample 90 respondents. analysis using SPSS application. Based research results, it was found that significant positive effects intention buy. As for ethics, by mediating buying intention, products, promotions have negative cannot be mediated New entrants must make improvements from each determinants purchase decision increase existence more popular.