Indonesia Conference Directory

Fashion has become a lifestyle in appearance that can reflect self-identity. Nowadays, Muslim women having more conscious of their self-image and social identity, which affects their consumption, one of which is hijab fashion. Hijab fashion represents the image of Muslim women who carry a message obedient as religious orders but also looks fashionable. On the other hand, consumption of fashion clothing also has an implied purpose to show someones social status because it is considered as a public consumption good. Thus, hijab fashion has a potential relationship with materialism and status consumption. The purpose of this study is to determine factors that influence fashion consciousness on hijab fashion consumption and it-s relationship to religiosity, status consumption, and materialism. The sample of this study consist of millennial hijab women in Indonesia. This study using Structural Equation Modeling (SEM) for data processing methods. The results show that dressing style, fashion motivation, sources of fashion knowledge, fashion uniqueness, materialism, and status consumption positively influence fashion consciousness. While religiosity significantly moderating the influence of a whole factor that effects fashion consciousness against fashion consciousness, except for materialism and the source of fashion knowledge factors. Meanwhile, fashion consciousness has positively affects the hijab fashion consumption.