Determinants of Muslim Fashion Purchase Decision Factors During Ramadan

Abstract

This study examines the main determinants that influence Muslim consumers' purchasing decisions on halal fashion products during the holy month of Ramadan, by incorporating the moderating role of Islamic Consumption Ethics (ICE). Based on the Technology Acceptance Model (TAM) and Theory Planned Behavior (TPB) frameworks, this study uses perceptions of usefulness, ease of use, digital payment, flow experience, impulsive buying that influence a Muslim's purchasing decision on a fashion product. Using a quantitative approach, data were collected from Muslim consumers who purchased fashion products in Indonesia during Ramadan through a structured questionnaire. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to determine the relationship between variables. This study is expected to provide an overview of Muslim consumption patterns towards the fashion industry, especially on religious days.