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

• Main Authors: Andriani Kusumawati, Sari Listyorini, Suharyono, Edy Yulianto
• Format: Article
• Language: English
• Published: SAGE Publishing 2020-05-01
• Series: SAGE Open
• Online Access: https://doi.org/10.1177/2158244020927035

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.