Proceedings of the 2nd International Conference on Social, Applied Science, and Technology in Home Economics (ICONHOMECS 2019)

Understanding the Purchase Behavior of Young Indonesian Hijaber on Fashion Product

Authors
Indarti, Yuhri Inang Prihatina, Imami Arum Tri Rahayu, Li-Hsun Peng
Corresponding Author
Indarti
Available Online 21 February 2020.
DOI
https://doi.org/10.2991/assehr.k.200218.032How to use a DOI?
Keywords
fashion involvement, purchase behavior, fashion products, Islam and consumption, young Indonesian Hijaber, instagram
Abstract

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.

Copyright
© 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/).

Download article (PDF)

Volume Title
Proceedings of the 2nd International Conference on Social, Applied Science, and Technology in Home Economics (ICONHOMECS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 February 2020
ISBN
978-94-6252-910-6
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.200218.032How to use a DOI?
Copyright
© 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  -