The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

Andriani Kusumawati,Suharyono Suharyono,Edy Yulianto,Sari Listyorini

doi:10.1177/2158244020927035

Abstract

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

Highlights

The Muslim fashion industry is important to discuss considering the growing phenomenon in the world, especially in Indonesia
Respondents in this research amounted to 243 female Muslim (Muslimah) consumers of Muslim fashion stores who were at least 18 years old
The intention to revisit Muslim fashion stores can be due to factors other than Customer Perceived Value (CPV). Religiosity has both direct and indirect effects on patronage intention, in which the indirect effect is mediated through customer satisfaction

Summary

Introduction

The Muslim fashion industry is important to discuss considering the growing phenomenon in the world, especially in Indonesia. In 1970 and 1980s, Indonesia banned the use of headscarves because it is considered illicit, especially at schools. Headscarves are still limited to Muslims who have high religiosity such as in Islamic boarding schools. The awareness of wearing headscarves is limited to older women or those living in Islamic boarding schools and for young women (Arifah et al, 2018). There is an increase in wearing headscarf among artists, presenters, and even public officials. This phenomenon is increasingly developed and follows fashion trends. Some Muslim women think that this style is way better than wearing no headscarf at all (Agustina, 2015)

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