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The purpose of this paper is to examine the effect of company brand image on consumer confidence in the online purchase of Muslim fashion products, to assess the influence of company brand image on Muslim fashion online behavior and to assess the influence of the company brand image on the intention to behave online on Muslim fashion products through consumer trust.

This paper’s objective is to study the e-marketing online sales of Muslim fashion products. This paper is descriptive verification in nature. The paper is carried out through data collection in the field. Descriptive survey methods and explanatory survey methods were used in its implementation. The sample of this paper is a group of 97 UIR FISIPOL students who have purchased Muslim fashion products online. Structural equation modeling is used as a natural analysis in this paper.

Brand image has a significant effect on consumer trust which has been proven by the value of t-count being greater than the value of t-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the value of F-count being greater than the value of F-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the t-count value being greater than the value of F-table. By using mediation test, it has been revealed that consumers’ trust cannot mediate the brand image on the intention to behave significantly. The magnitude of the influence of brand image on consumer trust is 0.482, the effect of consumer trust on intention to behave is 0.239, while the effect of brand image on intention to behave through consumer trust is 0.077. Hence, the total influence jointly is 0.797.

This is one of the few papers that investigate the model of behavioral intentional of online purchase of Muslim clothing products. Fashion products are important for teenagers because they like to present themselves through their appearance. Fashion products are fashion clothing, including all accessories such as belts, shoes, hat, bag, socks and underwear. Watches and cell phones can also be products that have their own mode; it is not surprising if some people consider them as fashion products.

The study has three primary purposes, i.e. (1) to examine the determinants influencing customers’ online purchase intent for modest wear; (2) to measure the effects of electronic innovativeness, fashion innovativeness, perceived value, and trust on the intent to buy modest wear via the Internet; (3) to inspect how the factor “trust” can affect the “perceived value” of modest wear purchase through e-commerce; and (4) to explore the roles of “attitude” and “religiosity” in influencing customers’ intent to purchase modest wear online.

561 Muslim consumers were reviewed in the study. According to the conceptual framework established through a literature review on the constructs suggested, measurement items were modified to the study’s perspective, and a 31-item questionnaire was applied. A regression examination of potential variables was applied using ADANCO version 2.0.1 software and the PLS-SEM.

The findings signify that the leading factors affecting online modest wear purchase intent are fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity. Meanwhile, trust is the predictor of perceived value, and religiosity is the predictor of attitude.

There are only two notable studies that focus on modest fashion purchase intention in the online channel with examining only three influential factors. The study is an initial effort to examine new and more complete leading factors affecting online modest wear purchase intent including fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity.