The Influence Of Brand Image And Perceived Quality On Muslim Millennials' Purchase Interest In Local Fashion Brand Products - Issue 2 - Research article summary

Sep 10, 2026

Uploaded by Kyle

Around 60% of Muslim millennials still prefer imported fashion brands due to their perceived superior quality and prestige, even though local fashion prices are more affordable. This study examines how brand image and perceived quality affect purchase interest among Muslim millennials, focusing on Islamic economics students in Bandung City. Using a causal quantitative approach with hypothesis testing, the research targets students from UPI, UIN, and UNPAD. Findings indicate both brand image and perceived quality significantly influence purchasing interest, offering practical value for local business actors.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages24

Reading Time1 h 0 min

AccessFree to download

A. INTRODUCTION

Research background on Millennials and Muslim fashion

Market preference for imported fashion products

Role of social media and communication technology

OPEN ACCESS Iqtisad, Vol. 1 No. 2, 2025, Page 128-151 E-ISSN: 3090-7896 DOI: [https://doi.org/10.61630/ijiec.v1i2.7](https://doi.org/10.61630/ijiec.v1i2.7)[ ](https://doi.org/10.61630/ijiec.v1i2.7)[iqtisad.crjis.com](iqtisad.crjis.com) The Influence Of Brand Image And Perceived Quality On Muslim Millennials' Purchase Interest In Local Fashion Brand Products Muhammad Biagi Hafizh Shiddieq 1, Juliana Juliana2, Suci Aprilliani Utami3, Ropi Marlina4 1.2.3 Universitas Pendidikan Indonesia, Bandung, Indonesia 4 Universitas Islam Muttaqien, Purwakarta, Indonesia | Article Info | Abstract | | --- | --- | | Article History
Submitted 28-05-2024 Revised 27-07-2024 Accepted 27-08-2025 Published 02-09-2025 | Around 60% of consumers dominated by Muslim millennials still pursue imported fashion brands because they are recognized as having better quality and prestige, eventhough they knowthatthe price of local fashion products is more affordable. The purpose of this study is to determine the influence of brand imageand perceived quality on the purchase interest of Muslim millennials in Islamic economics study program students at State Universities in Bandung City. The method used in this study is the causality method with a quantitative approach and hypothesis testing design. The study was conducted on students of Islamic economics study programs at State Universities in Bandung City including UPI, UIN, and UNPAD. The results of the study showed that brand image and perceived quality influenced the purchase interest of Islamic economics students in fashion products in Bandung City. The researcher hopes that the results of this study can provide benefits for various parties, especially local business actors, so that they can pay more attention to brand image and perceived quality to increase purchase interest in local fashion products in Bandung City.
Sekitar 60% konsumen yang didominasi oleh milenial Muslim masihmemilih merek fashion impor karena dianggap memiliki kualitas dan prestise yang lebih baik, meskipun mereka tahu bahwa harga produk fashion lokal lebih terjangkau. Tujuan penelitian ini adalah untukmenentukan pengaruh citra merek dan kualitas yang dirasakan terhadap minat pembelian mahasiswa program studi ekonomi Islam di perguruan tinggi negeri di Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode kausalitas dengan pendekatan kuantitatif dan desain pengujian hipotesis. Penelitian ini dilakukan pada mahasiswa program studi ekonomi Islam di perguruan tinggi negeri di Kota Bandung, termasuk UPI, UIN, dan UNPAD. Hasil penelitian menunjukkan bahwa citra merek dan kualitas yang dirasakan mempengaruhi minat pembelian mahasiswa program studi ekonomi Islam terhadap produk fashion di Kota Bandung. Peneliti berharap hasil penelitian ini dapat memberikan manfaat bagiberbagai pihak, terutama pelaku usaha lokal, agar mereka dapat lebih memperhatikan citra merek dan kualitas yang dirasakan untuk meningkatkan minat pembelian terhadap produk fashion lokal di Kota Bandung. | | Keywords:
Brand Image; Perceived Quality; Purchase Interest of Muslim Millennials | | | Correspondence:
[julian@upi.edu](julian@upi.edu) | | 128 © 2025 by the authors; This is an Open Access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. ([https://creativecommons.org/licenses/by-sa/4.0/](https://creativecommons.org/licenses/by-sa/4.0/)), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. A. INTRODUCTION Indonesia's domestic market is a very large market with a population in September 2020 reaching approximately 270.2 million people (Badan Pusat Statistik, 2020) . The Millennial generation accounts for 27% of the world's population, or 2 billion people, with around 58% living in Asia. These figures highlight the current and future impact of Millennials on the world economy, concluding that

FAQs

What is the main purpose of the study?

To determine the influence of brand image and perceived quality on the purchase interest of Muslim millennials in local fashion products among Islamic economics students in Bandung.

What method and approach does the study use?

A causal method with a quantitative approach and hypothesis testing design.

Which factors significantly affect purchase interest, according to the study results?

Brand image and perceived quality both significantly influence purchase interest for fashion products in Bandung.

Sep 10, 2026

Uploaded by Kyle