Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis pengaruh Islamic Apparel Brand Personality terhadap Minat Beli produk fesyen muslimah dengan Attitude sebagai variabel mediasi pada konsumen perempuan produk fesyen muslim di Kota Banda Aceh. Penelitian ini dilatarbelakangi oleh meningkatnya perkembangan industri fesyen muslim serta pentingnya karakteristik merek yang sesuai nilai-nilai Islam dalam memengaruhi perilaku konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling Partial Least Squares (SEM-PLS) melalui aplikasi SmartPLS 4.0. Data dikumpulkan dari 110 responden perempuan yang berdomisili atau memiliki KTP Kota Banda Aceh menggunakan teknik purposive sampling dan kuesioner skala Likert. Hasil penelitian menunjukkan Islamic Apparel Brand Personality berpengaruh positif dan signifikan terhadap Minat Beli dan Attitude, serta Attitude berpengaruh positif dan signifikan terhadap Minat Beli. Hasil uji mediasi menunjukkan Attitude memediasi secara parsial pengaruh Islamic Apparel Brand Personality terhadap Minat Beli. Temuan ini menunjukkan karakteristik merek fesyen muslim yang mencerminkan kesederhanaan, kelembutan dan keanggunan, kesopanan, nilai-nilai keislaman, serta ketaqwaan dan kebenaran mampu membentuk Attitude positif konsumen perempuan dan meningkatkan Minat Beli. Dengan demikian, Islamic Apparel Brand Personality menjadi faktor penting dalam membangun Attitude dan minat beli konsumen perempuan fesyen muslim di Kota Banda Aceh.
Kata Kunci: Islamic Apparel Brand Personality, Attitude, Minat Beli, Fesyen Muslim, Konsumen Perempuan.

This study analyzes the influence of Islamic Apparel Brand Personality on Purchase Intention for Muslim women fashion products, with Attitude as a mediating variable among female consumers in Banda Aceh City. The research is motivated by the growing Muslim fashion industry and the importance of brand characteristics aligned with Islamic values in shaping consumer behavior. This study employs Structural Equation Modeling Partial Least Squares (SEM-PLS) through SmartPLS 4.0. Data were collected from 110 female respondents residing in or holding an ID card (KTP) from Banda Aceh City using purposive sampling and a Likert-scale questionnaire. Results show Islamic Apparel Brand Personality has a positive and significant effect on Purchase Intention and Attitude, and Attitude has a positive and significant effect on Purchase Intention. The mediation test shows Attitude partially mediates the effect of Islamic Apparel Brand Personality on Purchase Intention. Findings indicate brand characteristics reflecting simplicity, gentleness, elegance, modesty, Islamic values, and piety shape positive Attitude and enhance Purchase Intention among female consumers. Thus, Islamic Apparel Brand Personality is an important factor in building Attitude and purchase intention among female Muslim fashion consumers in Banda Aceh City. Keywords: Islamic Apparel Brand Personality, Attitude, Purchase Intention, Muslim Fashion, Female Consumers