Cognitive-Shopping Influence Factors on Woman’s Buying Decision

Abstract

This study was anchored by theories on cognition for consumers’ decision-making. It has explored the influence of product knowledge and fashion involvement on the buying decision of women on Moslem apparel. This study tested at the 0.05 level of significance research hypotheses, there is no significant influence of product knowledge and consumer involvement of women either partially and simultaneously on the buying decision pattern of women. The study was conducted on survey methods for women respondents. This study used random-sampling and have 380 sample sizes. The method of analysis used in this research was multiple regressions. This study concludes that there is a significant influence of product knowledge and consumer involvement of women simultaneously on the buying decision pattern of women. Consumer involvement also has a significant influence on the buying decision of women partially. While product knowledge has a negative influence on women’s buying decisions partially. The finding on the product knowledge variable is opposite to the previous studies in buying decisions, whereas product knowledge did not influence consumer’s decisions