An Analysis of The Effect of Fashion Consciousness as A Mediating Factor on Hijab Fashion Consumption in Indonesia

Abstract

This research aims to analyze the influence factors in fashion consciousness on consumers in Indonesia, especially in relation to consumption of hijab-fashion. These factors are religiosity, dressing style, source of knowledge, fashion motivation, and uniqueness also the fashion consciousness as a intervening variable. This study use a structural equation. The first interesting finding was that religiosity has a negative effect to hijab fashion consciousness. Furthermore, there is a positive significant influence on dressing style and fashion motivation in fashion consciousness, but there is no significant influence on the source of knowledge and the uniqueness in the fashion consciousness. This study also found that fashion consciousness has a significant effect on the consumption of hijab-fashion in Indonesia. By looking at the results of this study, it is hoped that it can be useful especially for hijab-fashion manufacturers and industry in Indonesia in considering a more effective strategy in attracting the attention of Muslim consumers in Indonesia. Producers are expected to be able to provide the consumer expectations, especially for religious consumers. Because religious consumers will be more critical in decision related to the selection of fashion models and consumption of hijab-fashion.

Pengaruh Trendfashion, Gaya Hidup, Dan Brand Image Terhadap Preferensi Fashion Hijab

“…Pemilihan fashionhijab dapat dipengaruhi oleh preferensi masing-masing dengan selerayang berbeda, kemampuan atau lain sebagainya Era modern sekarang ini, perkembangan trend gaya busana hijab berkembang pesat pada industri fashion hijab. Model dan tren baru terus dibuat di setiap musim yang akan mempengaruhi kesadaran mode dari konsumen yang selanjutnya akan menentukan tingkat konsumsi fashion hijab (Edastami & Mahfudz, 2019). Preferensi konsumen yang berbedaberbeda terhadap desain fashion hijab yang mereka pilih untuk konsumsinya diikuti perkembangan trend gaya busana hijab, produsen terus menciptakan inovasi guna meningkatkan potensi daya saing di pasar.…”

The Influence of Muslim Fashion Awareness and Its Factors on Muslim Fashion Consumption In Indonesia

“…(Abdolmanafi & Soleimani, 2020) found that fashion motivation had no effect on fashion awareness. Meanwhile, in (Edastami & Mahfudz, 2019), it was found that fashion motivation has a very strong influence on fashion awareness. Research by (Hassan & Harun, 2016), explains that fashion motivation positively affects fashion awareness.…”

“…The style of dress encourages Muslim women to be creative and allows them to express their individuality in a beautiful and artful way (Hassan & Harun, 2016). (Edastami & Mahfudz, 2019), also found that consumers with decisions that consider the style of dress to be used, tend to pay great attention to the type of hijab clothing to be consumed. Thus, the study hypothesizes the following: H4.…”

“…Consumer consumption patterns with varying degrees of uniqueness have been widely studied and applied to a number of consumer goods to the exclusion of local designer labels with African styles. Research by (Edastami & Mahfudz, 2019), shows that the uniqueness of fashion is not a consideration for some hijab fashion consumers in Indonesia. Consumers who have a high level of preference for uniqueness tend not to engage in consumption activities, to satisfy their perception of uniqueness (Burns & Warren, 2013).…”

The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia

“…In the modern era, the rapid development of hijab fashion trends is evident in the hijab fashion industry. New models and trends are continuously created each season, affecting consumer fashion awareness, which subsequently determines the level of hijab fashion consumption (Edastami et al, 2019). Consumer preferences vary regarding the design of hijab fashion they choose for consumption, following the development of hijab fashion trends, where manufacturers continue to innovate to enhance competitiveness in the market.…”