What Drive Indonesian People to Purchase Modest Fashion? The Moderating Role of Religiosity

Purpose This study aims to examine how religiosity moderates the influence of attitude and electronic word of mouth (E-WOM) on purchase decisions in Indonesia’s modest fashion market. It seeks to provide empirical evidence on how cognitive, social, and spiritual factors interact in shaping Muslim consumers’ purchasing behavior. Design/methodology/approach A quantitative research approach was employed using Structural Equation Modeling (SEM) with data collected from 320 Muslim consumers in Jakarta and surrounding areas. The constructs (attitude, E-WOM, religiosity, and purchase decision) were measured using validated multi-item scales adapted from previous studies. Findings The results indicate that both attitude and E-WOM have significant positive effects on purchase decisions, with E-WOM being the most dominant factor. Religiosity exerts a direct positive influence and strengthens the relationship between attitude and purchase decision, but does not moderate the effect of E-WOM. These findings highlight that while religiosity enhances value-driven behavior, digital influence transcends religious intensity. Practical implications The study suggests that modest fashion marketers should integrate syariah-compliant values with credible digital engagement strategies to foster consumer trust and loyalty. Balancing faith-based authenticity with modern digital communication can enhance brand relevance in the halal fashion market. Originality/value This study extends the Theory of Planned Behavior (TPB) by incorporating religiosity as a moderating factor within the context of Islamic consumer behavior. It contributes to the growing body of Islamic marketing literature by revealing how faith and digital interaction jointly shape purchase decisions in the modest fashion industry.