Moderation of Religiosity in the Relationship Between Attitudes, Subjective Norms, and Behavioral Control on Purchase Interest in Sharia Housing

Abstract

This study aims to analyze the influence of attitudes, subjective norms, and behavioral control on consumer buying interest in sharia housing, as well as examine the role of religiosity as a moderation variable Design/methodology/approach: The Theory of Planned Behavior (TPB) is used as the main theoretical framework. This research is motivated by the increasing need of the community for housing in accordance with sharia principles, especially in Balikpapan, as well as the importance of religious values in purchasing decisions Research Findings: The research method uses quantitative with an explanatory research approach. A sample of 101 respondents who live or are working in the city of Balikpapan and its surroundings who know or have interacted with sharia housing were randomly selected, using the Slovin formula. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) Theoretical Contribution/Originality: The results showed that attitudes towards buying interest were not significantly affected, subjective norms on buying interest had a significant effect, and behavioral control on buying interest had a significant effect In addition, religiosity was not significantly proven to moderate the relationship between the three variables and buying interest. These findings make a theoretical contribution to the development of the SDG model by including aspects of religiosity, although it does not have a significant effect but still has practical implications for sharia housing developers in designing marketing strategies that are in accordance with consumers' religious values.