Are Zoya Muslim Fashion Products as Halal Lifestyle in Consumer Purchase Decision?

Advances in Economics, Business and Management Research, volume 144

Author(s)

Andrian Haro

Abstract

The role of halal lifestyle in Muslim fashion products in Jakarta has experienced quite rapid development and it is able to enter the international market share. Therefore, the research aims to investigate between lifestyle, brand image, and product attributes toward purchase decision for Zoya Muslim fashion products in Jakarta has a significant influence. The total respondents obtained were 200 Zoya customers who had bought Muslim fashion products. Multiple linear regression was used to analyze and to test the hypothesis. The findings show between brand image toward purchase decision for Zoya Muslim fashion products has a significant influence. Meanwhile, lifestyle and product attributes do not influence the purchase decision for Zoya Muslim fashion products. This condition certainly can provide benefits to be able to create a halal value chain in Indonesia.