By: Fajar Rizkiansyah and Hendy Mustiko Aji
The development of fashion in Indonesia has certainly increased in recent years. The Association of Indonesian Fashion Designers and Entrepreneurs (AIFDE) is an important element in the development of fashion in Indonesia. They hold an annual event called “Fashion Tendance”, since 199.
The program features a fashion show that can be used as a measure to predict fashion trends in the coming year. This is quite prestigious for fashion lovers, where they are vying to be fashion-setters rather than followers. The growth of this fashion certainly has an influence on every circle in this industry, one of which is Muslim fashion industry. Especially for millennial Muslim women, currently they are aware of the necessity to wear sharia clothes that are not only comfortable but also follow current fashion trends.
In recent years, the number of Muslim brands from Indonesia has increased, with various types, prices, quality, and of course different markets. Brands such as Shafira, Dian Pelangi, Sisesa, and Ayudyahandari are Muslim clothing brands known for their luxury image in Indonesia. Some of them already going to international event, and well-known in the international market. Unfortunately, even though there some of those brands being well-known in the International market, there are still the unfamiliarity from the millennials Muslim women in Indonesia toward those brands. Those phenomena derived the question, “What factors can influence the Muslim women’s purchase intention toward Muslim women’s luxury brands in Indonesia?”
Intention to Purchase Intention to purchase is one of the variables in Theory Reasoned Action (TRA). It is the centre of TRA. Ajzen (1991) explained that intention is assumed to capture the motivational factors that influence behaviour, those can be how hard of people willing to try or how big the effort that people put to perform it.
Operationally, in the context of Muslim women luxury brands in Indonesia, intention to purchase is defined as the individual desire to purchase Muslim women luxury brand in the future. Religiosity and Intention to Purchase According to Dibb (2004), religiosity defined as an individual’s degree of commitment for what they believe in term on the religious ways. Operationally, religiosity in this study was the degree of extrinsic commitment of Muslim women toward their religiosity.
The relationship of these variables examined by 109 respondents of this study. Unfortunately, the result of this relationship was not significant. We can conclude that, in the field, religious people put a lot of emphasis on being modest. Purchasing a Muslim luxury goods does not show people’s piety, then the purchase intention of Muslim women luxury brand probably is not influenced by religiosity, but influence by fashion trend or it might be lifestyle.
Attitude Toward Behaviour and Intention to Purchase Attitude define as consumer’s overall evaluations towards particular behaviour, whether it is good or not good behaviour (Ajzen, 1991). By this definition, attitude became one of important factors of an individual to do something. Operationally, attitude is defined as the attitude of Muslim women toward the Muslima luxury brands, whether it is favourable or unfavourable.
The study of 109 Muslim women in Indonesia, generated the significant result of this relationship. Means that attitude positively influence intention to purchase of Muslim women. The writer assumed that giving the favourable impression as the company’s image was very important and determined the attitude of consumers. That consumers’ attitude that later encouraged them to purchase the company’s products. The more favourable attitude from the consumer, the higher the possibility of intention to purchase in the future.
Subjective Norm and Intention to Purchase
Ajzen (1991) defined Subjective norms refers to normative belief, an important people who live in an environment that can give the social pressure at his/her environment strongly affect other people to do or not to do something. Operationally, subjective norm is the pressure from important people and environment concerning the use of Muslim women luxury brand.
This relationship has been investigated by examined from 109 respondents of this study. The result generated insignificant, it means that subjective norm not influence intention to purchase. Logically, norm that applied in the Muslim society stated that people who buy luxury goods still considered inappropriate, show-off, and show wasteful. The respondents were doubt in term of their society agreed or disagreed that Muslim women luxury brands was important or not. There was also contradictory between the society’s want and individual’s want. Implicitly, the society thought that purchasing luxury goods was inappropriate but explicitly there were a lot of people who purchase luxury goods.
From this study, it can be concluded that intention to purchase of Muslim women luxury brands was depend on their attitude toward the brand, whether its favourable or not. It means that companies need to consider on their company’s image since their consumer’s attitude toward their brand is important enough to increase their selling. Moreover, companies should focus their advertising toward any platform because using mouth to mouth is not really effective. It is because subjective norm did not encourage the consumer’s purchase intention.
*) The authors are Student and Lecturer from management international program department, Universitas Islam Indonesia.