Factors Influencing Decisions to Purchase Gamis Before Eid on the Shopee Marketplace

buying decision

Abstract

This research aims to identify and analyze the factors that influence the purchasing interest of Muslim consumers in Indonesia during the month of Ramadan, especially in the context of online purchases on Shopee. Using a qualitative descriptive approach, data was collected through in-depth interviews and participant observation. The results show that personal, social, and cultural factors play an important role in influencing consumers' purchasing decisions, with occupation, lifestyle, social norms, and cultural values ​​being the dominant factors. This research provides a clearer understanding of Muslim consumption behavior during the month of Ramadan in Indonesia and provides valuable insights for sellers and marketers in designing effective marketing strategies.