Faith and Fashion

In Indonesia, a growing trend is changing the way people shop for clothes. Modest fashion, which emphasizes covering the body in a way that is respectful to one's faith, is becoming increasingly popular. Researchers wanted to understand what drives people to buy modest fashion, and how religiosity plays a role in this decision. They found that both personal attitude and online reviews have a big impact on purchasing decisions. Interestingly, religiosity has a direct influence on buying behavior and also strengthens the relationship between attitude and purchase decisions.

The study involved 320 Muslim consumers in Jakarta and surrounding areas. Researchers used a method called Structural Equation Modeling to analyze the data. They found that electronic word of mouth, or online reviews, has the most significant impact on purchasing decisions. This suggests that people trust online reviews when making decisions about what to buy.

Marketers in the modest fashion industry can learn from these findings. To build trust and loyalty with customers, they should focus on creating syariah-compliant values and engaging with customers online in a credible way. By combining faith-based authenticity with modern digital communication, brands can become more relevant in the halal fashion market.

This research also adds to our understanding of how people make decisions about what to buy. It shows that faith and digital interaction both play a role in shaping purchasing decisions in the modest fashion industry. By understanding these factors, businesses can create marketing strategies that are more effective and appealing to their target audience.