ISLAMIC RELIGIOSITY, ISLAMIC BRAND PERSONALITY, AND PURCHASE INTENTION: A PERSPECTIVE OF FASHION SELECTION IN GEN Z

Dwi Hardiansyah; Islahuddin; Fitrah Afandi

doi:10.55927/metropolis.v1i6.595

Authors

Dwi Hardiansyah University Syiah Kuala
Islahuddin University Syiah Kuala
Fitrah Afandi University Syiah Kuala

DOI:

https://doi.org/10.55927/metropolis.v1i6.595

Keywords:

Religiosity, Islamic Brand Personality, Purchase Intention, Generation Z, Islamic Fashion

Abstract

This study aims to analyze the effect of religiosity on purchase intention of Zaafer fashion products, mediated by Islamic brand personality among Generation Z in Banda Aceh. The background of this research is based on the growing consumption of Islamic-themed fashion products and the significance of religious values in shaping purchase intentions among young Muslim consumers. This study adopts a quantitative approach using path analysis. Data were collected through questionnaires distributed to 112 respondents from Generation Z in Banda Aceh who are familiar with or have seen promotions of Zaafer products. The results show that religiosity does not have a direct effect on purchase intention, but it significantly influences Islamic brand personality. Moreover, Islamic brand personality has a positive and significant impact on purchase intention and successfully mediates the effect of religiosity on purchase intention. These findings indicate that Islamic brand image plays an essential role in bridging individuals' religious values with purchasing decisions, particularly among young Muslim consumers. This research offers practical implications for Islamic fashion businesses to develop brand identities that reflect Islamic values in order to enhance consumer appeal and loyalty.

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