Intention To Purchase Muslim Women’s Luxury Brandsin Indonesia

Abstract

This study aims to understand factors affecting purchase intention, especially in the context of Muslim women luxury brands in Indonesia. The sample of this study was collected using purposive sampling technique, with the criteria of Indonesian and Muslim women. This study successfully gained 109 samples that were further analyzed by PLS-SEM method. Overall, the findings stated that subjective norm positively affected attitude toward behaviour, while attitude toward behaviour also positively affected purchase intention. However, some were contradicted with some of previous studies, religiosity did not affect attitude toward behaviour and also purchase intention. While, subjective norm also did not affect purchase intention. These findings were expected to provide theoretical contribution by enriching empirical studies related to Muslim women luxury brands and become the consideration for making company’s decision related to the marketing strategy.