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September 10, 2025Open Access

The Influence Of Brand Image And Perceived Quality On Muslim Millennials' Purchase Interest In Local Fashion Brand Products

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Authors

MSMuhammad Biagi Hafizh ShiddieqIndonesia University of EducationJJJuliana JulianaPelita Harapan UniversitySUSuci Aprilliani UtamiIndonesia University of Education

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Overview

Causality study explores purchase interest influenced by brand image and quality among Muslim millennials, suggesting opportunities for local brands.

Key Points

  • Brand image and perceived quality significantly influence purchase interest of Muslim millennials in local fashion products.
  • Around 60% of Muslim millennials prefer imported brands for perceived quality, despite lower local product prices.
  • Causality method with hypothesis testing design assessed the impact on Islamic economics students at State Universities.
  • Results indicate local brands should enhance brand image and quality perception to attract more Muslim millennials.

Cite This Study

Shiddieq et al. (2025) studied this question.

synapsesocial.com/papers/68c192659b7b07f3a061769fhttps://doi.org/10.61630/ijiec.v1i2.7
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Also Consider

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  5. 5The Effect Of Brand Import, Fashion Lifestyle Thriff Shop To Buying Interest (Case Study Of Universitas Muhammadiyah Bengkulu Students)2024