THE ROLE OF MODE AWARENESS AS A MEDIATOR IN EFFECTING VARIABLES OF MUSLIMAH FASHION CONSUMPTION IN MALAYSIA AND INDONESIA

Abstract

The purpose of this study was to analyze the influence of religiosity, price, quality of clothing, style of dress, sources of information on fashion models, fashion motivation, and uniqueness of clothing on the level of fashion awareness among Muslimah fashion consumers in Indonesia and Malaysia. This research method uses an equation model structure with the help of SPSS software to process data. The sample used was 574 correspondents, consisting of 297 from Indonesia and 277 from Malaysia. The results of this study found that there was a negative influence of religiosity and product quality on fashion awareness for Muslim women in Indonesia and Malaysia. In addition, there is a positive influence of price, style of dress, and fashion motivation on fashion awareness, but there is no significant influence of sources of information and the uniqueness of clothing on fashion awareness. This study also found that fashion awareness has a significant influence on Muslim women's clothing consumption in Indonesia and Malaysia.