<![CDATA[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.]]>
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