Pengaruh Kesadaran Fashion Muslim dan Faktor-faktornya Terhadap Konsumsi Fashion Muslim di Indonesia
Keywords:
Fashion muslim, Gaya berpakaian, Konsumsi fashion muslim, Fashion muslim IndonesiaAbstract
Fashion muslim pada beberapa dekade terakhir mendapat perhatian besar dan banyak dikonsumsi oleh masyarakat Indonesia. Terdapat beberapa hal yang dapat mempengaruhi konsumsi fashion muslim di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran fashion dan beberapa faktornya terhadap konsumsi fashion muslim di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling. Pengujian model dan hipotesis dilakukan menggunakan 180 responden dengan populasi yang merupakan wanita berusia antara 18-55 tahun yang berdomisili di Indonesia yang beragama Islam dan dalam keseharian menggunakan pakaian muslim. Hipotesis penelitian diolah menggunakan teknik analisis Structural Equation Modeling (SEM) dan software Smart PLS versi 3.0. Hasil analisis data dalam penelitian ini menunjukkan bahwa sumber pengetahuan fashion muslim, gaya berpakaian dan keunikan fashion muslim memiliki pengaruh yang positif dan signifikan terhadap kesadaran fashion muslim. Kesadaran fashion muslim memiliki pengaruh yang positif dan signifikan terhadap konsumsi fashion muslim. Namun motivasi fashion muslim tidak memiliki pengaruh yang signifikan terhadap kesadaran fashion muslim.
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