Analisis Persepsi dan Sikap Individu untuk Memilih Produk Hijab

This research aims to initiate the study regarding the topic of hijab in the realm of consumer behavior. Particularly, it seeks to reveal how female moslem students in university perceive hijab concept and to understand what factors determine their hijab purchasing decision. Focus group interview was chosen and the participants which were involved in this study were 20 moslem female students wich were separated into two groups. The first group consisted of 10 moslem student-activists, while the second one were 10 moslem non-activists student. The result of the study reveals that the female students which are involved in Moslem Student Assembly tend to be more knowledgeable about shar'e hijab rather than those who do not involve. Furthermore, factors of shariah-compliance standard, design, size, comfort, and price were disclosed as determinant of purchasing decision of hijab which are usually used by the students