Do experience and authentic happiness on halal luxury fashion influence behavioral intention?

Abstract

Purpose

This study aims to determine the influence of experiential value, authentic happiness and experiential satisfaction on the behavioral intention of luxury fashion.

Design/methodology/approach

Two hundred online questionnaires were collected from customers who rented or bought wedding dresses between 2015 and 2020, with at least one rental or purchase coming from an Indonesian bridal wedding brand that promotes the idea of marriage under Islamic law. The quantitative methodology used in this study was examined using the Structural Equation Model analysis method with the AMOS 22 software.

Findings

The results showed that all hypotheses were accepted with significant positive influences, including experiential value in halal fashion on authentic happiness, experiential satisfaction and luxury fashion behavioral intention, authentic happiness in luxury fashion behavioral intention and experiential satisfaction, as well as experiential satisfaction in the behavioral intention of luxury fashion.

Research limitations/implications

The data were collected from respondents who have rented and/or purchased wedding dresses. However, the number of respondents who only rent or who only buy was not identified.

Practical implications

The value of experience in halal fashion needs to be increased. Based on the results of this study, it is hoped that marketers can create effective marketing policies and strategies by paying attention to the value of the consumer’s halal fashion experience because it will affect their authentic happiness, experience satisfaction and luxury fashion behavior intention.

Originality/value

This study has unique originality in measuring the variable of luxury fashion behavioral intention, which was adjusted to the object of research, namely luxury fashion.

Citation

Sari, N.S., Ratnasari, R.T. and Ab Rahman, A. (2024), "Do experience and authentic happiness on halal luxury fashion influence behavioral intention?", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-10-2023-0328