Model of Intention to Behave in Online Product Purchase For Muslim Fashion in Pekanbaru, Indonesia

Purpose – 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. Design/methodology/approach – 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. Findings – Brand image has a significant effect on consumer trust which has been proven by the value of tcount 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. Originality/value – 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