Analyzing Hijab Fashion Purchase Intentions Using The Stimulus-Organism-Response (S-O-R) Model

Abstract

The study aims to analyze the influence of hedonic value, utilitarian value, and religiosity directly and indirectly through attitudes toward purchase intention within the stimulus-organism-response (S-O-R) model framework. Therefore, this study analyzed the effect of religiosity, shopping value, and consumer attitudes on the intention to purchase premium hijabs with a total of respondents are 412 Muslim female consumers in Indonesia. The stimulus-organism-response (S-O-R) model has been implemented as the variable under study and is supported by hedonic value, utilitarian value, religiosity, and purchase intention. The data analysis carried out in this study uses the Structural Equation Model (SEM), which is processed using Smart-PLS. The results of this study indicate that utilitarian values, hedonic values, and attitudes significantly positively affect the purchase intention of premium hijabs. In comparison, religiosity does not directly influence the purchase intention of premium hijab but indirectly affects purchase intention. It is because Muslim female consumers consider the premium hijab a trend; even without a premium hijab, they will continue to use the hijab.