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The interest in understanding the relationship between Islam and consumption has been increased recently. Indonesia is a country where more than 80% of the population is Muslim, has a great Muslim market potential especially in Islamic fashion. The purpose of this study is to explore the involvement and purchase behavior of young Indonesian Hijaber on fashion products. An online survey was completed by a total of 308 young Indonesian Hijaber. The description of buying behavior was analyzed by mean. To test the hypothesis, we applied regression analysis by using SPSS. The results indicate that the most fashion item bought by young Indonesian Hijabers are clothing, they shop every month, and they spend Rp200.000-500.000 for shopping fashion product. Instagram is the most favorite sources to get information about new fashion products (89.3%). This finding shows that fashion involvement has significant positive impact on purchase behavior of young Indonesian Hijabers. The results of the study help to suggest various marketing and retailers formulate product positioning strategies that create more value for consumer segments especially young people in Indonesia.

Understanding the Purchase Behavior of Young Indonesian Hijaber on Fashion Product