Rising Muslim Fashion Market
Indonesia is home to the world’s largest Muslim population, and its halal economy continues to expand rapidly. The State of the Global Islamic Economy Report 2023–2024 projects global Muslim fashion consumption to reach USD 428 billion by 2027. In Indonesia alone, halal product consumption is expected to hit USD 330.5 billion by 2025.
This growth has fueled competition among Islamic fashion brands, especially those targeting Generation Z—consumers born between 1997 and 2012. This generation is digitally connected, identity-conscious, and highly responsive to brand image.
One such brand is Zaafer Indonesia, a men’s Muslim fashion label known for promoting modesty, piety, and modern Islamic identity through social media campaigns. The research team from Universitas Syiah Kuala examined how religiosity and Islamic brand personality influence young consumers’ intention to purchase Zaafer products.
How the Study Was Conducted
The study surveyed 112 Generation Z respondents in Banda Aceh who had seen Zaafer advertisements or promotional content. Participants met three criteria:
Living in Banda Aceh
Born between 1997 and 2012
Familiar with Zaafer’s promotional campaigns
Data were collected through online questionnaires using a five-point Likert scale. The researchers applied path analysis using SPSS software to measure both direct and indirect relationships between three variables:
Religiosity (RL)
Islamic Brand Personality (IBP)
Purchase Intention (PI)
A Sobel test was used to assess whether Islamic brand personality mediates the relationship between religiosity and purchase intention.
All statistical tests confirmed the data were valid, reliable, normally distributed, and free from multicollinearity or heteroscedasticity issues.
Key Findings
The results provide clear and practical insights:
Religiosity does not directly influence purchase intention.
Statistical analysis showed no significant direct effect of religiosity on Gen Z’s intention to buy Zaafer products.
Islamic brand personality strongly influences purchase intention.
Brands perceived as trustworthy, modest, ethical, and aligned with Islamic values significantly increase buying interest.
Islamic brand personality fully mediates the relationship.
The Sobel test confirmed that religiosity affects purchase intention only through Islamic brand personality.
In other words, religious values alone are not enough to drive purchases. Instead, those values must be reflected clearly in the brand’s identity and communication.
Why This Matters
Banda Aceh is widely recognized as a region with strong Islamic traditions. Many assume that high religiosity automatically translates into purchasing Islamic products. However, the findings from Universitas Syiah Kuala challenge this assumption.
Generation Z consumers in Banda Aceh appear more brand-conscious and image-oriented than expected. They respond not simply to religious identity but to how effectively a brand embodies Islamic values in its personality.
Dwi Hardiansyah and his colleagues from Universitas Syiah Kuala emphasize that Islamic brand personality acts as a bridge between personal faith and market behavior. The researchers explain that brands must communicate Islamic values through design, messaging, ethical promotion, and authenticity to influence purchasing decisions.
This insight is crucial for Islamic fashion businesses across Indonesia and other Muslim-majority markets.
Implications for the Islamic Fashion Industry
The study offers several practical implications:
Fashion brands should clearly communicate values such as honesty, modesty, trustworthiness, and ethical conduct in all marketing channels.
Go Beyond Religious Segmentation
Targeting “religious consumers” is not enough. Companies must build emotional connections through brand storytelling and visual identity.
Focus on Digital Communication
Since Generation Z is highly active on social media, consistent and authentic Islamic branding across digital platforms is essential.
Align Values With Modern Aesthetics
Gen Z seeks both spiritual alignment and contemporary style. Brands that balance modest fashion with modern design have stronger appeal.
For policymakers and business strategists, the findings reinforce the importance of brand development within the halal economy. The success of Indonesia’s Muslim fashion industry depends not only on religious demographics but also on strategic branding.
Academic Perspective
According to Dwi Hardiansyah, lecturer and researcher at the Faculty of Economics and Business, Universitas Syiah Kuala, Islamic brand personality plays a decisive role in shaping consumer behavior among young Muslims.
Hardiansyah and his co-authors, Islahuddin and Fitrah Afandi, conclude that “Islamic brand image serves as a key mediating factor connecting individual religiosity with purchasing decisions.” Their analysis demonstrates that brand perception translates religious values into concrete buying behavior.
Broader Significance
The findings align with previous research in Islamic marketing, including studies in the Journal of Islamic Marketing, which highlight the growing role of Islamic brand personality in building consumer loyalty.
However, this research is among the first to focus specifically on Generation Z in Banda Aceh, a city known for strong Islamic adherence. The results suggest that even in highly religious communities, brand personality remains the decisive factor.
As Indonesia strengthens its position as a global halal fashion hub, understanding how Islamic brand personality influences Gen Z consumers will be critical for long-term industry growth.
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