Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh religiusitas terhadap niat beli
fesyen islami melalui kepribadian merek pakaian islami sebagai variabel mediasi
pada masyarakat muslim di Kota Banda Aceh. Penelitian ini dilatarbelakangi oleh
perkembangan industri fesyen Islami yang semakin pesat serta meningkatnya
kesadaran konsumen muslim terhadap produk fesyen yang sesuai dengan nilai-nilai
syariah. Selain itu, penerapan syariat Islam di Aceh turut memengaruhi perilaku
konsumsi masyarakat, khususnya dalam memilih produk fesyen Islami. Penelitian
ini menggunakan pendekatan kuantitatif dengan metode Structural Equation
Modeling-Partial Least Squares (SEM-PLS) melalui aplikasi SmartPLS 4.0. Data
dikumpulkan dari 112 responden masyarakat muslim di Kota Banda Aceh
menggunakan teknik purposive sampling dan kuesioner skala Likert. Hasil
penelitian menunjukkan bahwa religiusitas tidak berpengaruh signifikan terhadap
niat beli fesyen islami. Namun, religiusitas berpengaruh positif dan signifikan
terhadap kepribadian merek pakaian islami. Selanjutnya, kepribadian merek
pakaian islami berpengaruh positif dan signifikan terhadap niat beli fesyen islami.
Hasil pengujian mediasi menunjukkan bahwa kepribadian merek pakaian islami
memediasi secara signifikan pengaruh religiusitas terhadap niat beli fesyen islami.
Berdasarkan pendekatan klasik Baron dan Kenny, (1986), temuan ini menunjukkan
terjadinya mediasi penuh (full mediation), karena pengaruh langsung terhadap niat
beli fesyen islami tidak signifikan, sedangkan pengaruh tidak langsung melalui
kepribadian merek pakaian Islami signifikan. Temuan ini menunjukkan bahwa niat
beli fesyen Islami pada masyarakat muslim di Kota Banda Aceh lebih dipengaruhi
oleh persepsi terhadap kepribadian merek Islami dibandingkan tingkat religiusitas
secara langsung.
Kata kunci: Religiusitas, Niat Beli Fesyen Islami, Kepribadian Merek Pakaian
Islami

ABSTRACT This study aims to examine the effect of religiosity on Islamic fashion purchase intention through Islamic Apparel Brand Personality as a mediating variable among Muslim consumers in Banda Aceh. The study is motivated by the rapid growth of the Islamic fashion industry and the increasing awareness of Muslim consumers toward fashion products that comply with Islamic values. In addition, the implementation of Islamic law in Aceh has influenced consumer behavior, particularly in the selection of Islamic fashion products. This study employed a quantitative approach using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. Data were collected from 112 Muslim respondents in Banda Aceh through purposive sampling and a structured questionnaire using a Likert scale. The findings indicate that religiosity has no significant effect on Islamic fashion purchase intention. However, religiosity has a positive and significant effect on Islamic Apparel Brand Personality. Furthermore, Islamic Apparel Brand Personality has a positive and significant effect on Islamic fashion purchase intention. The mediation analysis reveals that Islamic Apparel Brand Personality significantly mediates the relationship between religiosity and Islamic fashion purchase intention. Based on the classical approach proposed by Baron & Kenny, (1986), this finding indicates full mediation, as the direct effect of religiosity on Islamic fashion purchase intention is not significant, whereas the indirect effect through Islamic Apparel Brand Personality is significant. These findings suggest that Muslim consumers' intention to purchase Islamic fashion products in Banda Aceh is influenced more by their perception of Islamic Apparel Brand Personality than by religiosity alone. Keywords: Religiosity, Islamic Fashion Purchase Intention, Islamic Apparel Brand Personality