Consumer Loyalty to Muslim Fashion in Encouraging Consumptive Behavior: A Phenomenological Approach of Online Muslim Fashion

Abstract

Objective: The objective of this research was to investigate the loyalty of Indonesian Muslim women towards online Muslim fashion brands, specifically Dian Pelangi, Rabbani, and Zoya. It aimed to understand whether consumer loyalty had a direct impact on the consumption of Muslim fashion in Indonesia. Method: A qualitative research approach was employed, using semi-structured interviews with 30 female consumers of the mentioned brands. These consumers were categorized into three distinct groups: career women, housewives, and female college students, residing in regions with substantial Muslim clothing-wearing populations. Result: The study revealed that consumers of Dian Pelangi, Rabbani, and Zoya exhibited remarkable loyalty to these brands, lasting for over five years. Their loyalty was attributed to factors such as unique designs, comfortable materials, and affordable pricing. They also actively recommended these brands to their communities and organizations, contributing to the growth of the Muslim fashion market in Indonesia. Conclusion: In conclusion, this research demonstrates the strong consumer loyalty towards online Muslim fashion brands in Indonesia. The long-term commitment of consumers to these brands, along with their recommendations to others, has significantly influenced the popularity and growth of the Muslim fashion industry in the country.