What Factors Can Influence the Muslim Women’s Purchase Intention Toward Muslim Women’s Luxury Brands in Indonesia?
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.
What Factors Can Influence the
Muslim Women’s Purchase Intention Toward Muslim Women’s Luxury Brands in Indonesia?
By: Fajar Rizkiansyah and
Hendy Mustiko Aji*
*) The authors are Student
and Lecturer from management international program department, Universitas
Islam Indonesia.
