The Influence Of Consumer Fashion Innovativeness On Muslim Repurchase Intention With Brand Image As A Mediating Variable

Ananda Sabil; Yesiana Ihda

Authors

Ananda Sabil Universitas Brawijaya, Malang, Indonesia
Yesiana Ihda Universitas Brawijaya, Malang, Indonesia

Keywords:

Islamic Fashion Innovativeness, Brand Image, Repurchase Intention, Consumer Behavior, Partial Least Squares Structural Equation Modeling (PLS-SEM)

Abstract

This study investigates the relationship between Customer Fashion Innovativeness (CFI), Brand Image (BI), and Repurchase Intention (RI) in the Islamic fashion industry in East Java. Using a sample of 202 respondents, data were analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that CFI significantly influences BI, highlighting the role of innovativeness in shaping positive brand perceptions. However, the direct impact of CFI on RI, as well as the mediating role of BI, was not supported. This suggests that other factors, such as cultural, religious, or price-related considerations, may play a more critical role in influencing repurchase intentions in this context. The study contributes to the literature on consumer behavior by exploring the under-researched domain of Islamic fashion and provides practical insights for marketers to tailor strategies that align with the preferences and values of this unique market.

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