Hijab is defined as a veil or a cover, which usually has cultural connotations in a country where the population is predominantly Muslim. Hijab serves to cover Muslim women’s hair with modest clothing. Hijab products are varied, not only used as a cover but also can increase the confidence of Muslim women because hijab fashion does not have to be left behind by non-hijab fashion. Therefore, the purpose of this study was to determine the role of religiosity on the purchase intention of Muslim consumers in Indonesia. The research method used is qualitative research with semi-structured in-depth interviews. The results showed that the interaction of religiosity in using hijab without being influenced by the premium hijab trend; buying hijab because of its functionality, quality, durability, and costs that reflect its utilitarian value using this premium hijab to experience the latest style experiences and ideas that describe its hedonic values; this premium hijab trend is positive, such as it creates more enthusiasm about wearing the hijab; and indeed liking premium hijab products that reflect their attitude. Keywords: religiosity, utilitarian value, hedonic value, attitude, hijab premium

Hijab has become a necessity for Muslim female customers. Hijab products are various as they are used not only as a cover but also increase their confidence since hijab fashion does not have to be left behind by non-hijab fashion. The interest in buying a premium hijab may be due to its utilitarian or hedonic nature. This paper examines the differences between the importance of utilitarian and hedonic values on evidence of buying intention of hijab from Indonesia. This research employs explanatory research by collecting 400 Muslim female respondents in West Java. The data processing method uses a scoring with a Likert scale. The structural Equation Model (SEM) is used to analyze the data by applying SEM-PLS. The results show that both the utilitarian values and the hedonic values simultaneously do not affect the buying intention. Instead, they partially give a significant effect on the buying intention. This could be translated that Muslim women in Indonesia are competing in seeking the values of their faith and need emotional satisfaction in their daily activities.