<![CDATA[IntroductionThe hijab is an important part of the daily lives of Muslim women in Indonesia. Several studies have been conducted regarding hijab preferences. However, research focusing on Generation Z is still limited. ObjectivesThis research aims to explain how fashion trends, lifestyle, and brand image influence hijab fashion preferences.MethodThis research uses quantitative research methods. The data collection technique used was a questionnaire for 104 respondents, with the criteria being Muslim women who were hijab consumers aged 11-26. The collected data was analyzed using the SEM-PLS approach.ResultsThe results of this research show that halal fashion, lifestyle, and brand image have a significant influence on hijab fashion preferences. Lifestyle variables have the most dominant influence.ImplicationsThe theoretical implications of this research indicate the need for a holistic approach to understanding Generation Z consumer behavior in the context of hijab fashion.Originality/NoveltyThis research shows the importance of collaboration between the fashion industry, religious institutions, and the government to develop regulations that support the growth of a high-quality hijab fashion industry in accordance with religious values.]]>
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