<![CDATA[Purpose – This study aims to examine the effects of key opinion leaders, situational factors, and perceived quality on the purchase intention of Lozy Hijab products among prospective hijab buyers in Greater Malang, Indonesia. Design/Methodology/Approach – This research employed a quantitative explanatory approach. Data were collected from 100 prospective hijab buyers in Greater Malang using a non-probability purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics 27.0. Findings – The results reveal that key opinion leaders have a positive and significant effect on purchase intention. In addition, situational factors and perceived quality also have positive and significant effects on consumers' purchase intention toward Lozy Hijab products. Originality/Value – This study contributes to the consumer behavior and fashion marketing literature by integrating key opinion leaders, situational factors, and perceived quality into a single model to explain purchase intention in the hijab fashion industry. The findings provide practical insights for marketers in developing effective marketing strategies to enhance consumer purchase intention.]]>
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