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Abstract
Introduction
Indonesia has become one of the leading countries in the global modest fashion sector, supported by its large Muslim population and the growing purchasing power of Millennials and Generation Z. However, the rapid expansion of halal fashion has not been fully matched by a clear understanding of how young urban Muslim consumers make purchase decisions in the digital era. Product quality remains important, but modern digital technology increasingly shapes how consumers search for information, evaluate halal fashion products, and complete purchases.
Objectives
This study examines the influence of product quality and modern digital technology on halal fashion purchase decisions among Muslim youth in urban Indonesia. It also seeks to identify which factor has the stronger effect on consumer decision-making and to develop a purchase decision model that reflects Islamic consumer behavior in a digitally mediated marketplace.
Method
This study used a quantitative explanatory approach. Data were collected through a Likert-scale questionnaire distributed to 300 urban Muslim Millennial and Generation Z consumers in Indonesia using purposive sampling. The data were analyzed using partial least squares structural equation modeling. The measurement model was assessed through convergent validity, discriminant validity, composite reliability, and Cronbach’s alpha, while the structural model was evaluated using coefficient of determination, effect size, path coefficient, and hypothesis testing.
Results
The findings show that product quality and modern digital technology jointly explain 62.6 percent of the variance in halal fashion purchase decisions. Product quality has a positive and significant effect on purchase decisions, although its effect size is relatively weak. Modern digital technology has a stronger and more dominant effect, indicating that digital accessibility, electronic commerce platforms, social media engagement, digital halal information, mobile commerce, and personalized online experiences are central to young Muslim consumers’ purchase behavior.
Implications
The study suggests that halal fashion businesses should not rely solely on physical product quality. They need to build trustworthy, accessible, and interactive digital ecosystems that support halal verification, consumer engagement, and seamless purchasing experiences.
Originality/Novelty
This study contributes to Islamic consumer behavior literature by integrating product quality, modern digital technology, the Theory of Planned Behavior, and Maqashid Sharia into a halal fashion purchase decision model for Muslim youth in urban Indonesia.
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Copyright (c) 2026 Nurul Jannah, Nurhayati Nurhayati, Zuhrinal M. Nawawi
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