The Influence of Islamic Branding , Religiousity, and Fashion Trends on Islamic Fashion Purchase Decisions


  • Arasy Fahrullah Department of Islamic Economics, Faculty of Economics, Universitas Negeri Surabaya, Indonesia
  • Fina Lailiz Zulfa Departement of Islamic Economics, Faculty of Economics and Business, Universitas Negeri Surabaya
  • Moch. Khoirul Anwar Department of Islamic Economics, Faculty of Islamic Economics and Business, Universitas Negeri Surabaya
  • Ahmad Ajib Ridlwan Department of Islamic Economics, Faculty of Islamic Economics and Business, Universitas Negeri Surabaya
  • Ach. Yasin Department of Islamic Economics, Faculty of Islamic Economics and Business, Universitas Negeri Surabaya



islamic branding, religiosity, fashion trends, purchasing decisions, islamic fashion


This study aims to investigate the influence of Islamic branding, religiosity, and fashion trends on the purchasing decisions of Islamic fashion among students in Surabaya. The research employs a quantitative approach with multiple linear regression analysis techniques. Primary data was collected through questionnaire distribution. The research sample consisted of 100 randomly selected respondents based on specific criteria using purposive sampling techniques. The results indicate that Islamic branding and fashion trends partially influence the purchasing decisions of Islamic fashion, while religiosity does not have a partial effect on purchasing decisions. The coefficient of determination testing results show that Islamic branding, religiosity, and fashion trends collectively account for 50.2% of the variance in purchasing decisions for Islamic fashion. This study can provide insights for businesses to develop more effective marketing strategies. These findings underscore the importance of additional factors such as product quality, lifestyle, price, and the role of celebrities and influencers in future research.


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How to Cite

Fahrullah, Arasy, Fina Lailiz Zulfa, Moch. Khoirul Anwar, Ahmad Ajib Ridlwan, and Ach. Yasin. “The Influence of Islamic Branding , Religiousity, and Fashion Trends on Islamic Fashion Purchase Decisions”. IQTISHODUNA: Jurnal Ekonomi Islam 13, no. 1 (April 1, 2024): 59–80. Accessed July 17, 2024.