Intention to Purchase Halal Fashion Products Among Muslim Students in Malang

Nurasiyah Nurasiyah and Raisa Fitri ()
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Nurasiyah Nurasiyah: Universitas Negeri Malang, Faculty of Economics Dan Business
Raisa Fitri: Universitas Negeri Malang, Faculty of Economics Dan Business

A chapter in Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), 2024, pp 56-77 from Springer

Abstract: Abstract This study aims to investigate how halal brand image influences purchase intention of halal fashion products, mediated by halal brand perceived quality and halal brand trust. The population of this study was Muslim students in Malang City and Regency. The sample was collected using a purposive sampling technique with the criteria of being 17 years old and above and intending to buy halal fashion products. A total of 213 respondents were obtained as the sample. A questionnaire in the form of a Google form was used to collect data. The data was analyzed using SmartPLS software with the PLS-SEM analysis technique. The study found that halal brand image influences purchase intention, halal brand perceived quality, and halal brand trust. Likewise, halal brand trust influences the intention to purchase halal fashion products, but halal brand perceived quality doesn’t influence the intention to purchase halal fashion products.

Keywords: Halal Brand Image; Purchase Intention; Halal Brand Perceived Quality; Halal Brand Trust; Halal Fashion (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-576-8_6

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DOI: 10.2991/978-94-6463-576-8_6

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