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All Journal Jurnal Desain Idea: Jurnal Desain Produk Industri Institut Teknologi Sepuluh Nopember Surabaya Eduscience : Jurnal Ilmu Pendidikan Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI Jurnal Teknologi Informatika dan Komputer Jurnal Strategi Desain dan Inovasi Sosial Indo-MathEdu Intellectuals Journal International Journal of Management Science and Information Technology (IJMSIT) Prosiding Seminar Nasional Sisfotek (Sistem Informasi dan Teknologi Informasi) Imatype: Journal of Graphic Design Studies Jurnal Desainpedia Scientica: Jurnal Ilmiah Sains dan Teknologi Nusantara Journal of Multidisciplinary Science Jurnal Desain Komunikasi Visual PESHUM
Marwan, Rudi Heri
Universitas Esa Unggul
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Product Diversification and Purchase Intention of Evidence from Kamiidea and Buttonscarves Muslim Fashion Consumers in Indonesia Mediated by Brand Trust, Perceived Value, and Customer Satisfaction Nia Puspita Hapsari; Suhendar Sulaeman; Dewi Sari Sumitro; Rudi Heri Marwan
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.8336

Abstract

This study examines how product diversification shapes purchase intention among consumers of premium local Muslim fashion brands in Indonesia through brand trust, perceived value, and customer satisfaction. 250 DKI Jakarta who had purchased Kamiidea or Buttonscarves products through online or physical stores, analysis (PLS-SEM) with SmartPLS 3. Product diversification strengthens brand trust, perceived value, and customer satisfaction. However, its direct effect on purchase intention is negligible, indicating that diversification becomes behaviorally meaningful primarily when consumers translate a broader product portfolio into value and satisfaction. Customer satisfaction provides the strongest direct and mediating mechanism, followed by perceived value, whereas brand trust does not directly predict purchase intention and its simple mediation pathway is not significant. 48.9% of impact purchase intention. Refine understanding of product diversification in premium Muslim fashion by showing that expanding an assortment is not sufficient by itself; diversification must create relevant value and a satisfying shopping experience to stimulate purchase intention. Managerially, the results emphasize disciplined assortment innovation, consistent quality, value communication, and omnichannel service rather than reliance on brand trust alone.
Co-Authors Achmad Subhan Ayyuspi Agus Satriawan Ahmad Fazri Ahmad Fuad Akbar, Habibullah Andre Andre Anthony Fernando, Anthony Ari Pambudi Astriko, Feni Avisenna, Muhammad Ibnu Bayu Trilaksono Binastya Anggara Sekti Chaerunnis, Permata Amalia Fachry Abda El Rahman Fahreza Ramadhan Fauzi Ahmad Muda Fuad, Ahmad Gilang Chandra Saputra Hapsari, Nia Puspita Hardiatna, Anang Ilmullah, Maulvy John, Eddy Laksono, Mohamad Iqbal Ajie Loes, Sherly Josephine NINING WAHYUNINGSIH Nizirwan Anwar Oktavia Lendo Pertiwi, Ratih Prayogi, Dityo Purnamasari, Adhellia Ramadhan, Dzul Fadli Royan Randy Swandy Rosyid, Ainur Ryan Putra Laksana Sani, Jesita Siti Aurellia Suhendar Sulaeman Sumitro, Dewi Sari Utin Nandra Aldira Karista Geraldin Zahar, Iwan