Pengaruh Religiusitas, Subjective Norm dan Perceived Behavioral Control terhadap Keputusan Muslimah Berhijab

Abstract

As stated inside the Al-Qur’an, the holy book for Muslims, a Muslim woman is obligated to wear jilbab (a veil).In 1980s, the use of the veil or hijab located majority in the pesantren (Islamic boarding school)which relatively has a high religiosity. However, several years recently, the hijab users’ Muslim women experienced a significant increase. This phenomenon is supported by the various modifications in the fashion of hijab. Hijab has transformed from the traditional designs into the more modern and fashionable ones. Therefore, this research aims to observe the influence of religiosity, the Subjective Norm (SN), and the Perceived Behavioral Control (PBC) against the decision of Muslim women to wear hijab according to the Theory of Planned Behavior (TPB). This research is undertaken by spreading the questionnaires with closed questions about religiosity, SN, and PBCto 270 Muslim women in three provinces in Indonesia. Data analysis used factor analysis and logit regression. The outcome of this research illustrates that religiosity indirectly connected to the decision of wearing hijab. Religiosity has a positive correlation with SN and PBS. Furthermore, SN and PBC produce a significant impact to the decision of Muslim women to use hijab. This study also attempts to give information for hijab producers to understand their consumers. Keywords: Hijab, Beliefs, Fashion, Theory of Planned behavior, Religiosity, Logit Model