Exploring factors of online consumer purchase decision towards Islamic fashion

Abstract

The development of the creative industry is currently receiving special attention from many parties, including the government and SME actors. One of the creative industry sub-sectors is fashion. Currently, the Islamic fashion industry growing rapidly. It is not only because of the increase in Islamic fashion users and varied models offered, but also supported by technological developments as part of the marketing channel of its products. This study aims to explore various factors that influence consumer purchase decisions online based on demographic segments. Data collection uses qualitative approach which are depth interview and focus group discussion. The results of this study applied to refine appropriate online platform promotional strategies over Islamic fashion.