Muslim women's clothing tend to concern about their lifestyle and fashion trend. This matter cause marketer need to comprehend the characteristic and profle of this segment. This study aims to explore the shopping orientation of young hijabers and their clusters based on shopping orientation, and their profile based on shopping orientation, brand and product preference, and demographic conditions The data were collected using questionnaire distributed to 308 respondents of 20 to 35 year-old Muslim women who wear hijab, domiciled in Jabodetabek region, and have ever bought veil, long sleeve tops, dress, long pants, or long skirt within the past one year that were worn for casual hangouts. Hierarchical cluster, K-means cluster, oneway ANOVA, and crosstab, were employed for data analysis. Results showed that there are eight dimension of shopping orientation and three clusters of young hijabers namely trendy hijab shoppers, picky hijab shoppers, apathetic and simple hijab shoppers. This result showed that producer and marketer must concern about shopping orientation and develop product that align with hijaber's shopping orientation. Further, researcher can use more individual characteristic variables, such as religiousity, value, and ideology to sharpening the analysis about hijabers.
|Publication status||Published - 2017|
|Event||Scholar Summit 2017 - ID, Depok, Indonesia|
Duration: 1 Jan 2017 → …
|Conference||Scholar Summit 2017|
|Period||1/01/17 → …|
- Brand preference; Hijaber; Product preference; Shopping orientation