Mahfudz, Akhmad Affandi (2019) An Analysis of The Effect of Fashion Consciousness as A Mediating Factor on Hijab Fashion Consumption in Indonesia. An Analysis of The Effect of Fashion Consciousness as A Mediating Factor on Hijab Fashion Consumption in Indonesia, 13 (1). pp. 81-105. ISSN 1907-8145

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Abstract

This research aims to analyze the influence factors in fashion consciousness on consumers in Indonesia, especially in relation to consumption of hijab-fashion. These factors are religiosity, dressing style, source of knowledge, fashion motivation, and uniqueness also the fashion consciousness as a intervening variable. This study use a structural equation. The first interesting finding was that religiosity has a negative effect to hijab fashion consciousness. Furthermore, there is a positive significant influence on dressing style and fashion motivation in fashion consciousness, but there is no significant influence on the source of knowledge and the uniqueness in the fashion consciousness. This study also found that fashion consciousness has a significant effect on the consumption of hijab-fashion in Indonesia. By looking at the results of this study, it is hoped that it can be useful especially for hijab-fashion manufacturers and industry in Indonesia in considering a more effective strategy in attracting the attention of Muslim consumers in Indonesia. Producers are expected to be able to provide the consumer expectations, especially for religious consumers. Because religious consumers will be more critical in decision related to the selection of fashion models and consumption of hijab-fashion

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