The Influence of Source of Fashion Knowledge, Dressing Style, and Fashion Uniqueness on Fashion Consciousness and Its Impact on Hijab Fashion Consumption (A Study on Pashmina Hijab Users in Purworejo)

Abstract

The development of hijab fashion trends in Indonesia affects the way Muslim women use hijab, so it is important to understand the factors that affect fashion consciousness and their impact on hijab fashion consumption. This study wants to examine how the source of fashion knowledge, dressing style and fashion uniqueness affect fashion consciousness and its impact on hijab fashion consumption by Muslim women in Purworejo. The research uses a quantitative approach with a survey method. Primary data was obtained by distributing questionnaires to 140 selected respondents using the purposive sampling method, then analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method using SmartPLS 4.1 software. This study shows that the source of fashion knowledge does not significantly affect hijab fashion consumption, but has a positive impact on fashion consciousness. Dressing style and fashion uniqueness positively affect fashion consciousness and hijab fashion consumption, while fashion consciousness also positively affects hiijab fashion consumption. In addition, the source of fashion knowledge is able to mediate the influence of dressing style and fashion uniqueness on hijab fashion consumption, but it is not able to mediate the influence of the source of fashion knowleddge. These findings show that the increase in the use of hijab in the form of pashmina fashion is more influenced by fashion consciousness that arises from the way of dressing and the desire to have uniqueness, rather than just because of the source of fashion knowledge. These results can be a reference for business actors in designing better marketing strategies.