Understanding the Purchase Behavior of Young Indonesian Hijaber on Fashion Product
- https://doi.org/10.2991/assehr.k.200218.032How to use a DOI?
- fashion involvement, purchase behavior, fashion products, Islam and consumption, young Indonesian Hijaber, instagram
The interest in understanding the relationship between Islam and consumption has been increased recently. Indonesia is a country where more than 80% of the population is Muslim, has a great Muslim market potential especially in Islamic fashion. The purpose of this study is to explore the involvement and purchase behavior of young Indonesian Hijaber on fashion products. An online survey was completed by a total of 308 young Indonesian Hijaber. The description of buying behavior was analyzed by mean. To test the hypothesis, we applied regression analysis by using SPSS. The results indicate that the most fashion item bought by young Indonesian Hijabers are clothing, they shop every month, and they spend Rp200.000-500.000 for shopping fashion product. Instagram is the most favorite sources to get information about new fashion products (89.3%). This finding shows that fashion involvement has significant positive impact on purchase behavior of young Indonesian Hijabers. The results of the study help to suggest various marketing and retailers formulate product positioning strategies that create more value for consumer segments especially young people in Indonesia.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Indarti AU - Yuhri Inang Prihatina AU - Imami Arum Tri Rahayu AU - Li-Hsun Peng PY - 2020 DA - 2020/02/21 TI - Understanding the Purchase Behavior of Young Indonesian Hijaber on Fashion Product BT - Proceedings of the 2nd International Conference on Social, Applied Science, and Technology in Home Economics (ICONHOMECS 2019) PB - Atlantis Press SP - 200 EP - 207 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200218.032 DO - https://doi.org/10.2991/assehr.k.200218.032 ID - 2020 ER -