Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Fashion Product Purchasing Behavior of Indonesian Muslim Women

인도네시아 무슬림여성의 패션제품 구매 행동

  • Park, Younghee (Dept. of Fashion Industry, Kyungnam University) ;
  • Park, Hyewon (Dept. of Clothing & Textiles, Interdisciplinary Program in Senior Human Ecology, Changwon National University)
  • 박영희 (경남대학교 의류산업학과) ;
  • 박혜원 (창원대학교 의류학과, 시니어 휴먼에콜로지 협동과정 대학원)
  • Received : 2021.03.18
  • Accepted : 2021.05.11
  • Published : 2021.07.30
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Abstract

The purpose of this study was to analyze the different consumption patterns of fashion products according to the demographic characteristics and religious variables of Muslim women in Indonesia. The research method consisted of a questionnaire, which surveyed Muslim women in Indonesia, whose ages ranged from teens to 40s. The final questionnaire made use of 301 responses, and the analysis methods included 𝛘2-testing, factor analysis, and ANOVA. The results of this survey are as follows: For differences in average monthly clothing purchase costs, there were significant differences according to age, monthly income, final education, and whether or not the respondent wore a hijab, but there was also significant difference according to marital status and religious faithfulness. Muslim women's clothing purchasing factors were practicality, visibility, fit-to-wear, and design. In terms of the differences in factors which were considered when purchasing clothing, they depended on whether or not the respondent was married, practicality and visibility according to age, visibility according to final education, and religious faithfulness. There were significant differences in practicality and visibility, but not according to monthly income. When accounting for the differences in the places where Muslim women bought fashion products, there were significant differences according to marital status and age. In terms of the differences in reasons for choosing a place of purchase, there were significant differences according to age, monthly income, final education, and the degree of hijab wearing.

Keywords

Acknowledgement

This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2019R1F1A1046037)

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