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Abstract

Purpose – This study examines how brand trust, experience, and repurchase intention affect halal fashion purchase decisions mediated by electronic word of mouth (e-WOM)
Methodology – This study employs survey data from 198 respondents using the Elzatta brand. Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach was used, and purposive sampling was applied.
Findings – The findings of this study suggest that brand experience and repurchase intention significantly influence e-WOM and purchase decisions both directly and through mediation. By contrast, brand trust has a negative and insignificant effect on e-WOM and mediates purchase decisions.
Implications – This study is useful for improving marketing strategies by strengthening brand trust, enhancing brand experience, and leveraging digital word of mouth to support consumer purchase decisions.
Originality – This study contributes to the scholarly discourse on consumer behavior in the halal fashion sector by elucidating the mediating role of electronic word of mouth (e-WOM) in the relationship between brand trust, brand experience, and repurchase intention and purchase decisions. Thus, this study offers both managerial and theoretical insights.

Keywords

Brand Trust Brand Experience Repurchase Intention Electronic Word of Mouth Purchase Decision

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Copyright (c) 2025 Mufti Alam Adha, Inda Lestari; Faiza Husnayeni Nahar

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How to Cite
Adha, M. A., Inda Lestari, & Nahar, F. H. (2025). Exploring brand trust, experience, and repurchase intention in halal fashion: The role of e-WOM. Asian Journal of Islamic Management (AJIM), 7(2), 221–240. https://doi.org/10.20885/AJIM.vol7.iss2.art3
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