THE EFFECT OF SOURCE OF FASHION KNOWLEDGE AND FASHION CONSCIOUSNESS ON PURCHASE INTENTION HIJAB FASHION ON MUSLIM STUDENTS IN SURABAYA - Qoidah Weka Aristawati; Ari Prasetyo (Universitas Airlangga, 2021)
ABSTRAKWanita muslim saat ini lebih sadar akan citra diri dan identitas sosial mereka, dan kesadaran ini mempengaruhi konsumsi mereka termasuk hijab fashion. Dalam niat pembelian produk hijab fashion,sumber informasi tentang fashion hijab dan kesadaran seorang muslim menjadi faktor penting. Mahasiswi muslimah mencari informasi tentang fashion hijab yang sedang trend saat ini dari relasi, media sosial maupun media cetak. Penelitian ini bertujuan untuk menganalisis source of fashion knowledge dan fashion consciousness terhadap hijab fashion purchase intention mahasiswi muslim di Surabaya. Penelitian ini melibatkan 140 mahasiswi yang mengenakan hijab di 16 perguruan tinggi di Surabaya. Hasil penelitian ini menunjukkan bahwa source of fashion knowledge dan fashion consciousness berpengaruh signifikan terhadap hijab purchase intention. Kata Kunci: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, mahasiswa muslimah surabaya. ABSTRACTToday's Muslim women are more aware of their self-image and social identity, and this awareness affects their consumption including hijab fashion. In the intention of purchasing hijab fashion products, sources of information about hijab fashion and the awareness of a Muslim are important factors. Muslim female students seek information about the current trend of hijab fashion from relationships, social media and print media. This study aims to analyze the source of fashion knowledge and fashion consciousness on the hijab fashion purchase intention of Muslim students in Surabaya. This study involved 140 female students who wore the hijab at 16 universities in Surabaya. The results of this study indicate that the source of fashion knowledge and fashion consciousness has a significant effect on hijab purchase intention.Keywords: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, Muslimah Surabaya students.DAFTAR PUSTAKAAnshori, M., & Iswati, S. (2009). Metodologi penelitian kuantitatif. Surabaya: Airlangga University Press (AUP).Cass, A. O., Jin, W., Vida, L., Cass, A. O., Lee, W. J., & Siahtiri, V. (2013). Can Islam and status consumption live together in the house of fashion clothing? Journal of Fashion Marketing and Management, 17(4), 440-459. https://doi.org/10.1108/JFMM-03-2013-0023Ghozali, I. (2011). Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.Hassan, S. H., & Harun, H. (2016). Factors influencing fashion consciousness in hijab fashion consumption among hijabistas. Journal of Islamic Marketing, 7(4), 476–494. https://doi.org/10.1108/JIMA-10-2014-0064Jun, S., Yoyok, S., & Chendra, W. S. (2020). Antecedents of consumer buying intention on the products of hijab SMEs in Gresik. HOLISTICA – Journal of Business and Public Administration, 11(1), 1–12. https://doi.org/10.2478/hjbpa-2020-0001Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr, C., & Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102–108. https://doi.org/10.1111/j.1470-6431.2006.00497.xRahman, O., & Kharb, D. (2018). Fashion innovativeness in India: Shopping behaviour, clothing evaluation and fashion information sources. International Journal of Fashion Design, Technology and Education, 11(3), 287–298. https://doi.org/10.1080/17543266.2018.1429498Sugiyono (2011). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: CV. Alfabeta.