Factors Influencing Fashion Consciousness in Muslim Fashion Consumption among Zillennials

. This study aims to analyze the factors that influence awareness of Muslim fashion consumption among Generation Z in Indonesia. Data is collected using a questionnaire using the convenience sampling method. A total of 255 final data points can be used for data analysis using SmartPLS. The results show that the style of dressing, the motivation for fashion, the uniqueness of fashion, and the source of fashion knowledge positively influence fashion awareness and indirectly influence Muslim fashion consumption. The findings from this study provide valuable insights to stakeholders in the fashion industry, including designers, retailers, and entrepreneurs, in understanding Muslim market segments. Practitioners can develop Muslim fashion products that are sharia-friendly and effectively target Muslim consumer segments through appropriate marketing strategies


INTRODUCTION
The terms "Muslim fashion" and "hijab" are often used simultaneously, but Muslim fashion covers more than just a head cover.In the context of this study, Muslim fashion refers to the style of dressing that reflects Islamic values by mixing clothes that are decent and consistent with religious teachings.Global media coverage is often focused on Muslim image differences and Muslim clothing trends, with most media rarely discussing Muslim fashion in depth (Pradana, M. et al., 2023).This affects the lack of awareness of Muslim fashion.
On the other hand, the Muslim fashion industry shows huge potential in various countries.
In the period 2016-2017, global spending on Muslim women's fashion reached USD44 billion, and estimates show a significant increase to USD311 billion by 2024 (Adinugraha & Sartika, 2019).Based on data from the Indonesia Halal Markets Report 2021/2022, there creative Muslim fashion forms and uses are now accepted, it is important to ensure that they do not violate the true essence of Muslim fashion so that Islamic values do not cause misunderstandings (Nofrizal et al., 2023).The purpose of this study is to analyse the factors that influence Muslim fashion consumption awareness among Generation Z in Indonesia.Although research on the understanding of Muslim fashion, often referred to as fashion based on Islamic values, is limited, more research is needed to gain a deeper understanding.

LITERATURE REVIEW Muslim Fashion Consumption
Awareness of fashion in consumption among Generation Z or Zillennials reflects not only the functional aspect of a product, but also becomes a statement that expresses their identity (Slater & Demangeot, 2021).As an active generation in Indonesia, reaching 27.94% of the total population, Zillennials are showing increasing interest in the Muslim fashion industry which is growing 18.2%, with total consumption reaching IDR 300 trillion in 2022 (Listyadewi, 2023).
They use fashion as an expression of identity, creating style according to Islamic values and the latest trends (Octaviani, 2021).Even though it is not mandatory, most Zillennial Muslims choose to be involved in consuming Muslim fashion (Johnstone & Lindh, 2022), even though they face the obstacle of a lack of fashionable clothing options that comply with modesty norms.
Zillennials' awareness of Western fashion products challenges them, but also shows their desire to keep their Islamic identity while adjusting to global trends (Slater & Demangeot, 2021).
Social internet, which provides Muslim living inspiration, also influences fashion consumption (Johnstone & Lindh, 2022).Most research shows that clothing style, sources of fashion information, motivation for fashion consumption, and uniqueness influence how Zillennials consume Muslim fashion in this digital era, creating a mirror of identity that continues to develop amidst modern society (Hassan & Harun, 2016).Research has analyzed this relationship independently and examined the relationship between clothing style and fashion awareness (Al-Mutawa, 2013); sources of fashion information, motivation to purchase clothing, and fashion awareness (Jimenez-Fernandez et al., 2023); fashion awareness and status consumption (Becker-Leifhold, 2018); and the desire for unique clothing products (Abosag et al., 2020).

Fashion Consciousness
Fashion awareness in Muslim fashion consumption is a significant indicator in assessing the level of individual involvement in clothing styles and trends (Kusumawati et al., 2022).
Fashion-conscious consumers in the context of Muslim Fashion, as defined by Leung et al. (2015) are individuals who are very involved in all aspects of fashion.In the realm of Muslim Fashion, fashion-conscious individuals are not only consumers who follow trends, but also create a strong foundation of knowledge about styles and trends in the context of Muslim clothing (Lira et al., 2022).This allows them to be identified as part of the Muslim Fashion community who understand and apply Islamic principles in every aspect of their lifestyle (Nurani & Adinugraha, 2022).Muslim fashion awareness opens the door for consumers to convey statements about their religious identity through fashion choices, creating a deep attachment to Islamic values in the world of fashion (Utami et al., 2019); (Apriantika, 2023).
Therefore, the hypothesis is as follows: H1 : A relationship exists between fashion consciousness and muslim fashion consumption.

Sources of Fashion Knowledge
Consumers actively pursue information in order to mitigate risks associated with their purchasing decisions, and fashion-related knowledge can be acquired from a multitude of sources, encompassing both personal and impersonal channels.According to Talaat (2022), the acquisition of fashion knowledge enables consumers to effectively comprehend and interpret emerging clothing styles by discerning various sources of fashion information.According to Jain & Kumar Chandar (2019), certain consumers, referred to as fashion conscious, may exhibit an intense preoccupation with fashion and rely more heavily on mass media compared to consumers who do not possess a strong interest in fashion.According to (Syauqina et al., 2023), there exists a positive correlation between fashion awareness and the availability of information sources such as catalogues, social gatherings, store layouts, fashion publications, and friends.This suggests that those who have access to a greater number of sources of fashion knowledge are more likely to exhibit a heightened sense of fashion consciousness (Hassan & Harun, 2016); (Talaat, 2022).Thus, the proposed theory is as follows: H2 : A relationship exists between sources of fashion knowledge and fashion consciousness.

Fashion Motivation
Motivation is a behavior's cause (Khan, 2020).Gredler called motivation "the characteristic are important for self-expression, therefore uniqueness is more important (Calderón Urbina et al., 2021).Fashion originality stems from the desire for individuality.Dewanto & Belgiawan (2020) found that fashion consumer groups are sensitive to changing aesthetic standards and may use the aesthetic code to differentiate themselves.Lin & Chen (2022) found that fashion innovation increases with originality.Each muslim fashion designer or store has a signature style that should be known.Many muslim fashion designs and styles have fans.Muslim women are braver at mixing and matching their clothes now that they understand Islamic clothing (Calderón Urbina et al., 2021).This inventiveness and individuality have made hijab fashion more unusual and popular.Uniqueness is sought by fashion-conscious consumers.To improve their self-image, fashion-conscious consumers choose innovative, novel, unpopular, or rarely chosen fashion (Talaat, 2022); (Dharma, 2023).Thus, the propose (Figure 1): H5: A relationship exists between fashion uniqueness and fashion consciousness.

METHOD Sampling
The sample is part of the population group taken using sampling techniques (Husain & Purnomo, 2001) in (Yudi Marihot & Sapta Sari, 2022).The sampling technique in this study was a non-probability sampling method with purposive sampling based on predetermined criteria in accordance with the research objectives.The criteria determined in the sample selection are the Zillennial generation with a maximum age of 31 years.
Guidelines for determining the sample size for PLS-SEM based on research (Barclay, D., Thompson, R., dan Higgins, 1995) in (Hair, 2014) are 1.If there is a latent variable, whose indicators are formative, then the formative latent variable whose number of indicators is at most 10.
2. In the structural model, the indicators are reflective where the exogenous variable has the most number of structural paths directed to the endogenous latent variable, then the largest number of structural paths is multiplied by 10.
In this study, the indicators are formative with a total of 5 indicators.Referring to the first point, the minimum number of samples obtained is 5 x10 or 50 samples.The total sample in this study was 255 where this number exceeded the minimum research sample of 50 samples.
The data used in this study is based on primary data.Data collection is done through online questionnaires distributed through Google Forms to the Zillenial generation.A five-point Likert scale is used to answer every question in a survey questionnaire, ranging from one (very disagreeable) to five (strongly agree).The Likert scale is a type of scale used to gather information to understand or measure qualitative and quantitative information.It is used to gather the views, perceptions, or attitudes of an individual to an event.In addition, the SEM-PLS method was applied in this research, using the SmartPLS 3 software.

Overview Model of Structural Equations
SEM-PLS (Structural Equation Modeling -Partial Least Squares) is a multivariate statistical method used to test the relationship between variables in measurement and structural models.(Leguina, 2015).This method is used to test complex models with many variables and their correlations.In SEM-PLS, the relationship between variables is measured using the correlation between those variables, continued with the reduction of dimensions using the analysis of the main component, which identifies the main factor that explains variability in the data.The measurement model is then tested using partial regression, and finally the structural model is tested to test the relationship of cause and effect between the variables.SEM-PLS also has the ability to test more flexible models and handle abnormal data.In addition, this method can be used in predictive analysis, such as in marketing and finance.According to Henseler et al.
(2015), SEM-PLS is one of the most commonly used methods for analyzing complex data with variable variables.

Model and Hypothesis
The exogenous latent variable in this study consists of: As for the research framework for this research is as follows, using the SEM-PLS model

RESULTS AND DISCUSSION
The study involved a total of 255 participants.The main goal is to ensure that the sample collected accurately represents the entire population without any bias towards a particular group of respondents that can be easily measured.In this approach, each individual in the population who satisfies the specified criteria has an equal probability of being chosen for inclusion in the sample (Van Hoeven, 2015).According to the profile attributes of the participants in Table 1.The study was primarily composed of women, accounting for 63.9%  Convergent validity is a series of measurements to ensure that each indicator used in measuring a variable is strong (Hair, et al., 2017).Loading factor is the estimated weight standard that connects factor to indicator, where loading factor has a standard of 0 to 1. Generally, the value of the loading factor should be >0.60,indicating that the value is above the error variance value, but when the load factor value is <0.60, then the indicator must be removed or not used because the error variance exceeds 50%.However, for early studies of the development of the measurement scale, the loading factor value of 0.5-0.6 is still considered sufficient.(Ghozali, 2015:74).Based on the figure 2, it can be seen that the outer loading values of all variable indicators X1, X2, X3, X4, Z, and Y are greater than 0.5, so they are said to be valid.A high AVE (average variance extracted) value indicates a significant difference between the structure in question and the other structures in the model.This implies that the construction may be quantified independently and is not influenced by the other structures.Based on the aforementioned results, it is evident that the AVE value of each variable is larger than or equal to 0.5.Therefore, it can be inferred that the model exhibits a satisfactory level of discriminatory validity.The AVE root value of each variable is greater than its AVE correlation with other variables so that the validity of the discrimination is met.These results indicate that the measurement variable is effective in reflecting the construction envisaged in the study.In the context of the Fornell-Larcker Criterion, if the initial construction value is greater than its correlation value with other latent variables, this indicates that the measurement variable represents the construction variation well (Fornell & Larcker, 1981) c) Model Collinearity Test

Job
The value used to analyze it is by looking at the Variance Inflation Factor value (VIF).Hair, et.all, 2014;Garson, 2016).(Hair, et.all, 2014).The Cronbach Alpha coefficient was found to be greater than 0.7 in the study conducted by Vinzi, Trinchera, and Amato in 2010.The value of rho_A is more than 0.7, according to Vinzi, Trinchera, and Amato (2010).Composite reliability exceeds 0.6, as reported by Bagozzi and Yi (1988) and Chin and Dibbern (2010).2) Fashion Consciousness: All reliability methods yield excellent results for the "Fashion consciousness" variable with values that far exceed the recommended threshold.These variables can be considered highly reliable and reliable in measurement.
3) Fashion Motivation: Although Cronbach's Alpha and rho_A values are below the recommended threshold, the Composite Reliability value is quite high.This indicates that the "Fashion Motivation" variable has an acceptable level of reliability, especially when measured with Composit Reliability.
4) Fashion Uniqueness: The reliability result for the variable "Fashion Uniquenness" indicates an acceptable level.The values of all methods are above the recommended threshold, indicating good reliability.
5) Knowledge Sources: All reliability methods yield excellent results for the variable "knowledge sources" with values that far exceed the recommended threshold.These variables can be considered highly reliable and reliable in measurement.
6) Muslim Fashion Consumption: The reliability result for the variable "Muslim fashion consumption" also indicates a highly acceptable rate.The value of all methods is above the recommended threshold, indicating good reliability.
Overall, reliability test results show that all variables have good reliability levels, with two Cronbach's Alpha values and one rho_A value slightly below the threshold but compensation with a high Composite Reliability value.Therefore, it can be assumed that these measuring instruments are reliable to measure the structures represented by these variables.

Structural Model Test/Inner Model
a) R-SQUARE R-Square, or determination coefficient, is a metric that measures the extent to which variation in the value of the affected variable (endogenic) can be explained by the variable that affects it (exogenic).In this case, R-square reflects the proportion of variation that can be attributed to independent factors in the model.As an interpretation criterion, if the R-Square value reaches 0.75, it indicates a substantial explanation or a large force in the relationship between the variables.If the r-square is at 0.50, it signifies a moderate or moderate explanatory level.On the contrary, when the r -squares only reach 0.25, it indicated a weak or small explanations of the variation of the endogenous variable by the exogenic variable in the analytical model.The analysis of the coefficient of determination, or R-Square, reveals that approximately 65.2% of the variation in Fashion Consciousness can be explained by the exogenous variables included in the model.This level of explanation can be considered moderately substantial, indicating that the variability in fashion awareness can moderately be attributed to the factors incorporated in the analysis.Furthermore, in the context of Muslim Fashion Consumption, around 59.5% of the variation can be explained by the considered exogenous variables.This also signifies a moderate level of explanation for the variability in fashion consumption patterns specific to the Muslim community.This analysis provides insights into the extent to which external factors influence both variables, laying the groundwork for a better understanding of consumption behavior in the context of fashion and style.The F2 effect size, also known as F-Square, serves as a metric to assess the relative impact of an influencing variable (exogenous) on the influenced variable (endogenous).According to Cohen's criteria (1988), the interpretation of F2 values provides insight into the magnitude of this impact.When the F2 value is 0.02, it is considered small or weak, indicating a relatively minor influence.If the F2 value reaches 0.15, it is deemed moderate, suggesting a moderate level of impact.A substantial impact is inferred when the F2 value is 0.35, reflecting a large or strong effect.The relationships between the variables are assessed through the f2 values in the structural  76

T-Statistic Test
The analysis of direct effects, focusing on path coefficients, serves as a valuable tool for testing hypotheses regarding the direct influence of an influencing variable (exogenous) on the influenced variable (endogenous).The criteria for interpreting path coefficients are as follows: a positive path coefficient indicates a direct and positive relationship, signifying that as the value of an exogenous variable increases, the endogenous variable also increases.Conversely, a negative path coefficient suggests an inverse relationship, indicating that as the value of an exogenous variable increases, the endogenous variable decreases.Additionally, the significance of these path coefficients is determined by the pvalue, where a p-value less than 0.05 is considered significant, suggesting a strong statistical relationship.Conversely, if the p-value exceeds 0.05, the relationship is deemed nonsignificant.This analytical approach provides insights into the direction and significance of direct effects, offering a comprehensive understanding of the relationships between exogenous and endogenous variables in the model under consideration.and positive association between these two variables, highlighting the influence of heightened Fashion Uniqueness on the awareness and consciousness of fashion trends.
Research on consumer behaviour highlights the importance of uniqueness and individuality in fashion preferences (Hassan & Harun, 2016).Individuals often seek to express their uniqueness through fashion choices, which leads to varying levels of fashion consciousness.
The positive correlation implies that individuals who prioritise uniqueness in their fashion preferences are more likely to exhibit higher fashion consciousness, as they are sensitive to unconventional or different fashion styles.
All relationships examined exhibit a positive nature, indicating that as the exogenous variables increase, the endogenous variables also tend to increase.Moreover, all P-Values are less than 0.05, signifying that these relationships are statistically significant.Moving on to the assessment of indirect effects, the analysis proves valuable in testing hypotheses regarding the indirect influence of an exogenous variable on an endogenous variable mediated by an intervening variable.The criterion for evaluation is as follows: if the P-Values are less than 0.05, the effect is deemed significant, suggesting that the intervening variable plays a mediating role in mediating the relationship between an exogenous variable and an endogenous variable.Conversely, if the P-Values exceed 0.05, the effect is considered non-significant, implying that the intervening variable does not mediate the relationship between an exogenous variable and an endogenous variable directly.This of the participants.These results are in line with research conducted bySumanty et al. (2018), which found that women tend to prioritise their looks and style of clothes more than men.Our study was limited to the zillennial generation, specifically individuals aged 11-31 years.We observed that the age group with the highest participation rate in our study was 18-25 years old.According to Hana's (2019) research, the younger generation shows significant enthusiasm for Muslim fashion.The students are the second-most participating working group in this study.According to research performed by Ardana and Artanti (2022), students are increasingly embracing Muslim fashion due to their heightened interest in following fashion trends.From an educational perspective, the participants in this study possess a relatively elevated level of education; specifically, the majority of them hold a bachelor's degree.The user's text is (S1).According to a study conducted byRiskhi et al. (2018), Muslim fashion buyers in Indonesia possess a relatively elevated degree of education.The predominant income category that participated in this survey was middle-income.Rimayanti (2022) confirms that the middle class is the majority of the Muslim fashion market group.

Figure 3 .
Figure 3. R-Square Graph SmartPLS provides indications of R-Square through a color-coded graph, where green signifies a positive or good effect, while red indicates a negative or unfavorable impact.
model.Dressing Style exhibits a small and unfavorable impact (f2 = 0.073) on Fashion Consciousness, suggesting a limited explanatory power of Dressing Style in influencing Fashion Consciousness.On the contrary, Fashion Consciousness demonstrates a substantial and positive effect (f2 = 1.472) on Muslim Fashion Consumption, indicating a strong influence of Fashion Consciousness on the consumption patterns specific to the Muslim context.However, other factors such as Fashion Motivation (f2 = 0.075), Fashion Uniqueness (f2 = 0.034), and Knowledge Sources (f2 = 0.109) exhibit relatively small and unfavorable impacts on Muslim Fashion Consumption, suggesting that these variables have limited explanatory power in understanding variations in Muslim fashion consumption behavior.It's noteworthy that Muslim Fashion Consumption, being an endogenous variable in this context, does not have an assigned f2 value concerning its relative impact on other variables within the model.

Figure 4 .
Figure 4. F-Square Graph SmartPLS provides R-Square indications through a color-coded graph, where green indicates a positive or good effect, while red signifies a negative or unfavorable impact.
comprehensive analysis provides insights into both the nature and statistical significance of the relationships, shedding light on the mediating role of the intervening variable in the examined model.The findings provide insight into the complex interactions between individual attributes, external influences, and fashion-related attitudes and behaviours.The reliability and statistical significance of these relationships emphasise the importance of considering multiple factors in understanding fashion awareness and consumer behaviour in the context of Muslim fashion consumption.

Table 2 .
Demographic Data

Table 3 .
Validity And Reability Test

Table 6
1) Dressing Style: Although the Cronbach's Alpha value is slightly below the recommended threshold (0.7), the rho_A and Composite Reliability values are above the suggested limit.This indicates that the "Dressing Style" variable has an acceptable level of reliability, especially when measured with rho _A and composite reliability.

Table 9 .
Path Coefficient Results (Direct Effect)

Table 10 .
Path Coefficient Results (Indirect Effect) The indirect effects of Dressing Style, Fashion Motivation, Fashion Uniqueness, and Knowledge Sources on Muslim Fashion Consumption were examined, revealing noteworthy insights.For Dressing Style, there is a positive indirect effect of 0.171 on Muslim Fashion Consumption, with a significant P-value of 0.00, indicating that the variable Fashion Consciousness plays a mediating role in conveying the impact of Dressing Style on Muslim Fashion Consumption.Similarly, Fashion Motivation exhibits a positive indirect influence of 0.178 on Muslim Fashion Consumption, with a significant P-value of 0.00, underscoring the mediating role of Fashion Consciousness in the relationship between Fashion Motivation and Muslim Fashion Consumption.The indirect effect of Fashion Uniqueness is also positive at 0.136, with a significant P-value of 0.00, signaling that Fashion Consciousness serves as a mediator in transmitting the influence of Fashion Uniqueness to Muslim Fashion Consumption.Lastly, Knowledge Sources display a positive indirect effect of 0.241 on Muslim Fashion Consumption, with a significant P-value of 0.00.This implies that Fashion Consciousness plays a pivotal mediating role in conveying the impact of Knowledge Sources on Muslim Fashion Consumption.These findings highlight the intricate interplay of variables and the mediating role of Fashion Consciousness in shaping Muslim Fashion Consumption patterns.