The Effect of Hijab Worn by Influencers in Muslim Fashion Product Endorsement Through Instagram Towards Purchase Intention

Abstract

Nowadays, there is a wide range of influencers that can be chosen as a promotion agent in conducting product endorsements through social media. Hence, it could be a challenge for businesses to choose the appropriate influencer to promote their products, including Muslim fashion business. This research aims to find out whether an influencer who wears hijab in Muslim fashion product endorsement looks favorable to Muslim consumers, as well as whether the hijab worn by the influencer affect purchase intention. The data for this research is collected through online survey and analyzed with PLS-SEM in order to determine the relationship between the research variables. The result shows that perception towards appearance has a positive influence on the attractiveness, trustworthiness, and expertise of an influencer. Both trustworthiness and expertise is also found to have a positive influence on consumer attitude, which leads to a positive influence towards purchase intention. The findings of this research are expected to provide insights for future researchers and Muslim fashion business marketers regarding the perception of consumers towards Muslim fashion product endorsement through social media.

Keywords: Consumer Attitude, Hijab, Influencer, Instagram, Muslim Fashion, Perception Towards Appearance, Product Endorsement, Purchase Intention, Source Credibility