ABSTRACT
In a life, of course there is a lifestyle in it to survive and keep up with changes in the environment and existing conditions. One of the changes felt is the Muslim fashion trend which is also developing and experiencing updates along with the times. The description of lifestyle in this study uses the psychographic method or is often referred to as AIO (activities, interests, opinions). With a background in lifestyle changes, especially in the Muslim fashion trend, researchers want to know the effect of lifestyle on consumer purchasing decisions for Muslim fashion products at Mutif Store. The population in this study are people who use Muslim fashion products from the Mutif Store in the Nganjuk City area with a sample of 140 respondents. The analytical tool used in the research was multiple linear regression (t test and F test) with the help of SPSS. The results of this study indicate that activities, interests and opinions have a positive and significant effect on purchasing decisions for Muslim fashion products either partially or simultaneously. Based on the results of this study it can be concluded that activities, interests and opinions have a positive and significant effect on purchasing decisions for Muslim fashion products at Mutif Store in Nganjuk City.
