Pengaruh Desain Produk dan Persepsi Nilai terhadap Keputusan Pembelian Hijab

Abstract

The rapid expansion of online modest-fashion markets requires sellers to understand how product attributes and consumer evaluations shape purchase decisions. This study examines the effects of product design and perceived value on hijab purchase decisions among consumers of Putra Pahala Jaya Online Store. A quantitative associative design was applied to a population of 340 consumers who purchased hijab products in May 2026. A total of 184 respondents were selected using predetermined purposive criteria, and data were collected through a five-point Likert questionnaire. The data were analyzed using instrument testing, classical assumption testing, multiple linear regression, the coefficient of determination, t-tests, and an F-test. All questionnaire items were valid, and the three constructs were reliable, with Cronbach’s alpha values of 0.741 for product design, 0.758 for perceived value, and 0.707 for purchase decisions. The regression model was Y = 10.549 + 0.192X1 + 0.545X2. Product design had a positive and significant effect on purchase decisions (t = 2.863; p = 0.005), while perceived value also had a positive and significant effect (t = 8.083; p < 0.001). Simultaneously, both predictors significantly explained purchase decisions (F = 112.132; p < 0.001), with R² = 0.553. Perceived value was the stronger predictor (β = 0.581). These findings imply that online hijab sellers should combine distinctive and comfortable product designs with clear value communication regarding quality, benefits, and price appropriateness