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

Abstract

Fashion is one of the most important daily needs of human beings. Dressing in addition to being a necessity can also reflect the way of life of a particular community as well as being an expression on one's personality as an identity identity then a variety of choices of clothing models each person can be influenced by different preferences. Everyone's preference for decision making on an item including dress style is influenced by many factors. This research aims to explain how fashion trends, lifestyle and brand image influence hijab fashion preferences. This research uses quantitative research method. The population used in this study is all Jabodetabek students who wear hijab. The data collection technique in this study used questionnaire method on 155 reponden. The variables used in this study consist of 2 independent variables and dependent variable. This study uses multiple linear regression data analysis techniques using SPSS 20 data processing program. The results given from this study show that the three variables independents of trend fashion, lifestyle, and brand image have a significant influence on hijab fashion preferences. Lifestyle variables have the most dominant influence on hijab fashion preferences.So that the three variables of trend fashion, lifestyle, and brand image influence the increase of hijab fashion preference in an effort to develop the potential of the fashion hijab industry.Fashion atau gaya berbusana termasuk salah satu kebutuhan sehari-hari manusia yang paling utama.Berpakaian selain menjadi kebutuhan juga dapat mencerminkan cara hidup kelompok masyarakat tertentu serta menjadi suatu ekspresi pada kepribadian seseorang sebagai identitas jati dirimaka beragam pilihan model pakaian setiap orang dapat dipengaruhi preferensi masing-masing yang berbeda. Preferensi setiap orang dalam pengambilan keputusan terhadap suatu barang termasuk gaya berpakaian dipengaruhi olehbanyak faktor. Penelitian ini bertujuan untuk menjelaskan bagaimana pengaruh trend fashion, gaya hidup dan brand image terhadap preferensi fashion hijab. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi yang digunakan pada penelitian ini ialah seluruh mahasiswi Jabodetabek yang mengenakanhijab. Teknik pengumpulan data pada penelitian ini menggunakan metode kuesioner pada 155 reponden. Variabel yang digunakan di penelitian ini terdiri dari 2 yaitu variabel independen dan variabel dependen. Penelitian ini menggunakan teknik analisis data regresi liniear berganda dengan menggunakan program pengolah data SPSS 20. Hasil yang diberikan dari penelitian ini menunjukkan bahwa ketiga variabel bebas trend fashion, gaya hidup, dan brand image memiliki pengaruh yang signifikan terhadap preferensi fashion hijab. Variabel gaya hidup memiliki pengaruh paling dominan terhadap preferensi fashion hijab. Sehingga ketiga variabel trend fashion, gaya hidup, dan brand image mempengaruhi peningkatan preferensi fashion hijab dalam upaya mengembangkan potensi industri busana hijab.

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

“…In this research, the Halal Fashion variable has a positive and significant influence on Halal Preference, seen from the P-value, which is 0.020, smaller than 0.05. The results of this research are in line with research conducted by Shadrina et al (2021) which states that Halal Fashion has a positive and significant effect on Halal Preferences. The influence of fashion trends on hijab fashion preferences was obtained at 0.036 < 0.05, while the calculated t value was 2.118 > 1.654.…”

“…Data in Table 1 suggest that Indonesian society is starting to take an interest in Muslim fashion, prompting fashion companies to create new innovations to develop this aspect of Muslim fashion. Lifestyle is inseparable from the aspect of dressing, which supports individuals in continuously following changes in fashion trends to remain up-to-date (Fajria et al, 2022;Shadrina et al, 2021). The emergence of this trend is manifested in various styles of clothing such as baju koko, gamis, hijab, and others.…”

Analysis of Determinants in Halal Industry Development of Islamic Fashion Indonesia

“…For example, the French Football Federation does not allow women to wear a hijab during competitions because of selfassuming that it will disrupt the match. However, several business actors in Indonesia lack awareness of registering their products to obtain halal certification (Safitri & Achiria, 2020;Shadrina et al, 2021) even though several previous studies have proven the influence of halal certification on increasing selling value (Adinugraha & Sartika, 2019;Arzahwa et al, 2021).…”

Pengaruh Marketing Influencer, Trend Fashion Muslim, Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa

“…Trend yaitu hal yang sedang naik daun, sesuatu yang sedang diminati oleh banyak orang. Disini trend menjadi salah satu faktor yang mempengaruhi perilaku konsumtif,, karena jika kosnumen memiliki produk sesuai dengan perkembangan zaman atau produk yang sedang trend maka konsumen akan memiliki kepuasan tersendiri (Shadrina et al, 2021). Contoh dari trend fashion muslim ini diantaranya adalah kulot, blouse, rok tutu, baju koko hijab bella square, pashima plisket, pashmina silk.…”