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"ABSTRAKPenelitian ini mengkaji hiperrealitas Modest Fashion yang dilakukan oleh influencer fashion traveler melalui foto perjalanan berwisata yang diunggah di Instagram. Dian pelangi merupakan seorang fesyen desainer dan juga influencer fashion traveler yang memiliki pengaruh di Indonesia. Rekam gambar dari aktivitas berwisata yang dilakukan dengan penggunaan modest fashion di abadikan melalui teknologi kamera yang diunggah di Instagram ini kemudian dijelaskan melalui pemikiran Jean Baudrillard yang dimulai dari masyarakat konsumeris hingga hiperrealitas. Pengumpulan data dilakukan dengan cara crawling data akun media sosial Instagram Dian Pelangi kemudian gambar yang sesuai dengan konsep terkait influencer fashion traveler di analisis menggunakan semiotika sosial guna menampilkan sumber semiotik yang kemudian dielaborasi dengan gagasan yang dimiliki oleh Baudrillard terkait masyarakat konsumeris dan hiperrealitas. Hasil penelitian menunjukkan bahwa terjadi hiperrealitas modest fashion yang dilakukan oleh Dian Pelangi melalui unggahan foto perjalanan wisata di Instagram untuk menaikkan nilai yang sebelumnya melekat pada nilai kegunaan Modest Fashion sebagai pakaian sederhana menjadi nilai simbol baru. Dian Pelangi sebagai influencer fashion traveler melakukan aktivitas berwisata guna membedakan dirinya dengan influencer fashion lainya sehingga apa yang tampak dari penggunaan modest fashion Dian Pelangi berbeda dengan influencer modest fashion lainnya. Kemudian, hasil penelitian ini menunjukkan bahwa unggahan foto penggunaan modest fashion dalam berwisata di Instagram menampilkan sisi berbeda dalam pembentukan nilai baru dalam penggunaan modest fashion di media sosial Instagram

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ABSTRACTThis study examines the Modest Fashion hyperreality carried out by influencer fashion travelers through photos of travel trips uploaded on Instagram. Dian Pelangi is a fashion designer and influencer of fashion traveler who has influence in Indonesia. Image recordings of travel activities carried out with the use of modest fashion are captured through camera technology uploaded on Instagram and then explained through Jean Baudrillard`s thoughts, starting from consumerist society to hyperreality. Data collection was done by crawling data from Dian Pelangi`s Instagram social media account and then drawing in accordance with the concepts related to influencer fashion traveler in an analysis using social semiotics to display semiotic sources which were then elaborated on Baudrillard`s ideas related to consumerism and hyperreality. The results showed that there was a modest hyperreality of fashion carried out by Dian Pelangi through uploading travel photos on Instagram to increase the value previously attached to the value of the usefulness of Modest Fashion as simple clothing into a new symbol value. Dian Pelangi is a fashion traveler influencer to do activities to distinguish herself from other fashion influencers so that what appears from the use of Dian Pelangi`s fashion modest is different from other fashion modest influencers. Then, the results of this study indicate that uploading photos of the modest use of fashion in traveling on Instagram show a different side in forming new values ​​in the use of modest fashion on Instagram social media."

"ABSTRAKPerkembangan fesyen muslim sejak tahun 2010 sampai dengan sekarang memilikimakna dibalik keindahan estetika atau tampilan luar yang terlihat. Fesyen muslimmembuka peluang untuk perempuan muslim terlibat aktif di dalam masyarakat.Studi kualitatif ini menggunakan analisis data wawancara mendalam disertaidengan data-data pendukung untuk menjelaskan bagaiman proses pembentukandan perubahan identitas perempuan Islam melalui fesyen muslim dalam lingkupHIJUP. Perkembangan fesyen muslim tidak hanya terkait dengan hal estetika ataupenampilan luar seorang perempuan muslim, melainkan juga membentukpandangan, nilai-nilai, cara hidup seorang perempuan. Terdapat makna mendalamyang terkandung dalam perkembangan fesyen muslim. Tetapi yang terlihat selamaperkembangan awal hanya sebatas tampilan.

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ABSTRACTMuslim fashion developments since the year 2010 up to now have the meaningbehind the aesthetic or outward appearance looks. Muslim fashion opensopportunities for muslim women actively involved in the community. Thisqualitative study using in-depth interview data analysis accompanied withsupporting data to explain how the process of the formation and changes ofidentity of Islamic women through muslim fashion within the scope of HIJUP.Muslim fashion development is not only related with the aesthetic or outwardappearance of a musim women, but also shaping the view, values, way of life fora woman. There is a deep meaning embodied in the development of muslimfashion. But seen during early development only as appearance."

"Perkembangan modest fashion di Indonesia meningkat pesat dalam beberapa tahun terakhir. Sejak pandemi, pada tahun 2020, beberapa modest fashion brand ternama di Indonesia mulai mengalihkan strategi penjualan mereka ke ranah online, salah satunya melalui media sosial Instagram. Oleh karena itu, pemasaran produk modest fashion brand dengan menggunakan jasa social media influencer (SMI) sedang berkembang dengan pesat. Penelitian ini ingin mengetahui peran mediasi dari perceived credibility dan perceived religiosity SMI terhadap brand attitude dan purchase intention pada modest fashion brand di Indonesia, serta peran moderasi dari hedonic value pada produk tersebut. Penelitian ini menggunakan metode kuantitatif single cross-sectional dengan jumlah responden sebanyak 246 orang wanita pengguna aktif Instagram. Data dalam penelitian ini diolah menggunakan AMOS 24 dengan metode SEM. Hasil dari penelitian ini menunjukkan bahwa perceived expertise, goowill, dan trustworthiness, serta perceived religiosity yang dimiliki oleh SMI mampu memediasi hubungan antara SMI power dan brand attitude. Kemudian, hedonic value dari produk modest fashion brand juga mampu mempengaruhi purhcase intention. 

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In recent years, modest fashion has grown significantly in Indonesia. Since the pandemic in 2020, some well-known modest fashion companies in Indonesia have started to change their focus from offline to online sales, using Instagram as one of the strategies. As a result, social media influencers (SMI) in marketing strategies are expanding. This study wants to analyze the mediating role of perceived credibility and religiosity of SMI on brand attitude and purchase intention of modest fashion brands in Indonesia, as well as the effects of hedonic value on the product. This study included 246 respondents who are active female Instagram users and used a single cross-sectional quantitative methodology. The data was processed using AMOS 24 with the SEM method. This research offers empirical evidence on the mediating effect of expertise, goodwill, trustworthiness, and religiosity between SMI power and brand attitude. Furthermore, the result of this study also shows that moderating effect of the hedonic value on the product from modest fashion brands impacts the purchase intention."

"Perkembangan industri halal secara global sangat menjanjikan. Perkembangan tersebut dapat dirasakan bagi Indonesia sebagai negara dengan penduduk Muslim terbesar di dunia. Media memegang peran penting terhadap perkembangan industri halal terutama dengan adanya perkembangan media sosial yang sangat cepat dan luas. Salah satu kelompok pengguna media sosial tersebut adalah Gen M. Gen M merupakan kelompok milenial muslim yang memiliki karakteristik melek akan teknologi, berdaya juang, muda, dan modern. Berdasarkan perkembangan pengguna media sosial dari tahun ke tahun yang terus meningkat tentu memberikan peluang baru dan besar bagi banyak industry termasuk industri fesyen yang didalamnya termasuk industri modest fesyen. Perusahaan pada industri telah merubah cara pemasaran mereka dengan lebih berfokus melakukan pemasaran menggunakan platform di media sosial. Penelitian ini akan menganalisis bagaimana pengaruh social media advertising terhadap perilaku pembelian konsumen Muslim terutama bagi Gen M. Penelitian ini juga akan memeriksa apakah terdapat efek moderasi brand image terhadap variable penelitian. Penelitian ini akan menggabungkan Partial Least Squares Structural Equation Model (PLS-SEM) dengan model S-O-R. Survei dilakukan terhadap 253 responden dengan menggunakan metode self-administered questioner. Hasil dari penelitian ini menunjukan bahwa aspek hiburan, kredibilitas, ease of use, dan konten dalam social media advertising dapat mempengaruhi brand image dan juga perilaku pembelian konsumen Gen M secara positif dan signifikan. Ditemukan juga bahwa Brand Image dapat memoderasi pengaruh hiburan, ease of use, dan konten social media advertising terhadap consumer buying behavior Gen M.

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The development of the global halal industry is very promising. This development can be felt for Indonesia as a country with the largest Muslim population in the world. The media plays an important role in the development of the halal industry, especially with the rapid and widespread development of social media. One group of social media users is Gen M. Gen M is a Muslim millennial group who has the characteristics of being literate in technology, fighting spirit, young, and modern. Based on the development of social media users from year to year, which continues to increase, it certainly provides new and great opportunities for many industries, including the fashion industry, which includes the simple fashion industry. Companies in the industry have changed their way of marketing by focusing more on marketing using platforms on social media. This study will analyze how social media advertising influences the buying behavior of Muslim consumers, especially for Gen M. This study will also examine whether there is a moderating effect of brand image on research variables. This research will combine the Partial Least Squares Structural Equation Model (PLS-SEM) with the S-O-R model. The survey was conducted on 253 respondents using a self-administered questioner method. The results of this study show that aspects of entertainment, credibility, ease of use, and content in social media advertising can positively and significantly influence brand image and buying behavior of Gen M consumers. It was also found that brand image can moderate the effect of entertainment, ease of use, and social media advertising content on Gen M consumer buying behavior."

"Strategi positioning modest fashion awalnya dilakukan untuk mempromosikan event Modest Fashion Week, namun dalam perkembangannya justru menjadi sebuah istilah dan tren baru yang berhasil menjadi game changer dalam industri fashion dunia. Modest Fashion Week adalah acara pagelaran busana yang telah diselenggarakan di berbagai kota di dunia seperti Istanbul, London, Dubai, Jakarta dan Amsterdam. Acara ini didedikasikan untuk industri modest fashion, dan diikuti oleh desainer dan merek pakaian dari berbagai negara. Modest fashion sendiri merupakan gaya berpakaian yang banyak menutup bagian tubuh, potongan yang tidak membentuk badan, tidak transparan dan sopan adalah elemen kunci modest fashion, dimana penggunaan hijab bersifat opsional. Dengan kehadiran konsep ini, desainer dan brand menjadi lebih leluasa dalam meluncurkan lini modest fashion tanpa perlu khawatir dikaitkan dengan agama tertentu. Sehingga memiliki potensi pangsa pasar yang lebih luas lagi dan mampu diterima dengan baik di pasar fashion global. Proses positioning pada penelitian ini dimulai dari memahami letak masalah dan menjadikan positioning sebagai solusi. Dalam proses komunikasinya, pada kasus ini positioning dilakukan dengan menggunakan influencer dan media massa internasional yang dilakukan secara konsisten sejak sebelum acara berlangsung, saat acara berlangsung dan setelah acara dilaksanakan. Hal ini memaksimalkan penyampaian pesan pada khalayak dan membantu membangun positioning di benak khalayak.

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The positioning strategy of modest fashion was initially carried out to enhance the Modest Fashion Week event, but in its process it has become a new term and trend that has succeeded in changing the game in the world fashion industry. Modest Fashion Week is a fashion show that has been held in various cities around the world such as Istanbul, London, Dubai, Jakarta and Amsterdam. This event was made for modest fashion industry, and is participated by designers and clothing brands from various countries. Modest fashion itself defines as a style that covers many parts of the body, with cuts that do not shape the body, are not transparent and polite are the key elements of modest fashion, where the use of the hijab is optional. By having this concept, designers and brands will be more flexible in modest fashion without having to worry about a particular religion. So that it has the potential of a wider market community and can be well received in the global fashion market. The positioning process in this study starts from understanding the location of the problem and making positioning as a solution. In the communication process, positioning was carried out using influencers and international mass media consistently since the event, during the event and after the event was held. This maximizes message delivery to the audience and helps build positioning in the minds of the audience."

"Indonesia mendapat peringkat ketiga pada kategori modest fashion menurut State of the Global Islamic Economy Report. Dengan begitu, menandakan bahwa industri fashion di Indonesia yang semakin menguat dan membuat peluang pasar yang cukup baik bagi para pelaku usaha. Kebutuhan Informasi agar merek-merek local dapat bertahan dengan adanya trend modest fashion ini. Maka, penelitian ini bertujuan untuk melihat faktor-faktor yang dapat mempengaruhi muslim di Indonesia dalam repurchase intention terhadap brand modest fashion pada muslim di Indonesia. Penelitian ini menggunakan metode PLS-SEM dan diolah dengan SmartPLS 3. Terdapat 227 responden yang berhasil dikumpulkan, ditemukan bahwa trust on brand modest fashion (TB), dan attitude toward buying modest fashion product (ATT) memberikan pengaruh pada repurchase intention on brand modest fashion (RI). Religiosity (R) memberikan pengaruh negative secara langsung pada RI tetapi memberikan pengaruh positif secara tidak langsung melalui variabel ATT. Akan tetapi, subjective norms (SN) dan perceived behavioral control (PBC) ditemukan tidak berpengaruh signifikan terhadap RI. Namun, SN mempengaruhi RI secara tidak langsung melalui ATT.

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Indonesia is ranked third in the modest fashion category according to the State of the Global Islamic Economy Report. That way, it indicates that the fashion industry in Indonesia is getting stronger and makes a pretty good market opportunity for business people. Information is needed so that local brands can survive with this modest fashion trend. So, this study aims to look at the factors that can influence Muslims in Indonesia in repurchase intention of modest fashion brands on Muslims in Indonesia. This study uses the PLS-SEM method and is processed with SmartPLS 3. There are 227 respondents collected, it was found that trust on brand modest fashion (TB), and attitude towards buying modest fashion products (ATT) have an influence on repurchase intention on brand modest fashion (RI). Religiosity (R) exerts a negative influence directly on RI but exerts a positive influence indirectly through the ATT variable. However, subjective norms (SN) and perceived behavioural control (PBC) were found to have no significant effect on RI. However, SN affects RI indirectly through ATT."

"Peningkatan pemanfaatan teknologi dalam pengambilan data membuat perusahaan harus mampu mengambil informasi dari sekumpulan data pelanggannya. Hal ini berjalan paralel dengan peningkatan persaingan dalam industri mode muslim di Tanah Air. Pelaku usaha dalam industri mode muslim harus memiliki strategi dan cara yang tepat untuk dapat terus memimpin pasar. Perpaduan antara ilmu pemasaran dengan data mining penting dilakukan agar dapat menerjemahkan data pelanggan menjadi informasi berguna bagi perusahaan. Penelitian dilakukan pada salah satu perusahaan yang bergerak di bidang mode muslim. Penelitian ini bertujuan untuk menemukan segmen pasar potensial dan menjadikannya target perusahaan dalam melakukan aktivitas pemasaran. Segmen yang terbentuk berasal dari variabel Length, Recency, Freuency, dan Monetary (LRFM). Metode yang digunakan dalam penelitian ini adalah klasterisasi dengan algoritme k-means untuk mendapatkan segmentasi pelanggan dan indeks validasi Davies Boulldin untuk menentukan jumlah k terbaik. Setelah terbentuk klaster, analisis masing-masing klaster akan dilakukan untuk menemukan target klaster pelanggan yang potensial. Hasil dari penelitian terbentuk lima klaster dan terpilih dua klaster pelanggan yang akan dijadikan target utama aktivitas pemasaran perusahaan

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The increasing use of technology in the big data world is enabling companies to use consumers' information, which leads to increased competition in the modest fashion industry in Indonesia. Modest fashion business brands need the correct strategy in order to gain the market. The combination of marketing and data mining is translating consumers' data into marketing strategies. This research is being done at a modest fashion company in Indonesia to explore the market segment and target the segment to determine the marketing strategy then. The segmentation is based on Length, Recency, Frequency, and Monetary (LFRM) variable. It is using the k-means algorithm to segment consumers and Davies Bouldin validation index to determine the best k value. Once the cluster is formed, the analysis will be done to find potential customer segments to be the foundation of the marketing strategy. The potential segment is not limited to one segment. The main target of company’s marketing activities are the chosen potential segment."

"Industri busana modest merupakan salah satu segmen paling berpengaruh untuk pasar Indonesia, yakni menjadi bisnis multi-miliar dolar yang menyumbang 1,25% dari total PDB Indonesia, sehingga perusahaan dan stakeholders di sektor ini perlu memahami apa yang sedang berkembang di kalangan konsumennya. Komunitas muslim semakin dapat menerima cara mengkomunikasikan kepribadian individu dengan memanipulasi tren mode terbaru ke dalam berbagai gaya busana yang membuka ruang untuk menunaikan kewajiban agama sekaligus mengekspresikan diri. Hal tersebut membuka peluang bagi para merek, pelaku usaha, dan desainer busana modest untuk terus berinovasi yang dapat menghasilkan nilai jual tinggi pada produk hingga dapat menetapkan harga premium. Penelitian ini bertujuan menganalisis faktor pendorong kesediaan konsumen muslim untuk menerima harga premium terhadap produk busana modest premium dari merek lokal. Metode purposive sampling pada penelitian ini melibatkan 219 responden dari kalangan Generasi Y dan Z di Indonesia yang pernah membeli produk busana modest premium selama 6 bulan terakhir. Dengan mengadopsi Social Identity Theory dan Self-Identity Theory melalui metode Structural Equation Modeling dengan pendekatan Partial Least Square, hasil penelitian menunjukkan bahwa brand satisfaction yang dipengaruhi product satisfaction berpengaruh positif signifikan terhadap premium price. Kemudian, yang berpengaruh positif signifikan terhadap product satisfaction, ialah product quality, product design, dan self-identity.

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The modest fashion industry is one of the most influential segments for the Indonesian market, being a multi-billion dollar business that accounts for 1.25% of Indonesia's total GDP. Companies and stakeholders in this sector need to understand what is developing among their consumers. The Muslim community is increasingly receptive to ways of communicating individual personalities by manipulating the latest fashion trends into various fashion styles that open up space to fulfill religious obligations as well as to express themselves. This opens up opportunities for brands, business actors, and modest fashion designers to continue to innovate that can generate high selling value in products so that they can set premium prices. This study aims to analyze the driving forces behind the willingness of Muslim consumers to accept premium prices for premium modest clothing products from local brands. The purposive sampling method in this study involved 219 respondents from Generations Y and Z in Indonesia who had purchased premium modest clothing products for the last 6 months. By adopting Social Identity Theory and Self-Identity Theory through the Structural Equation Modeling method with the Partial Least Square approach, the results show that brand satisfaction, which is influenced by product satisfaction, has a significant positive effect on the premium price. Then, variables that have a significant positive effect on product satisfaction are product quality, product design, and self-identity."

"[Penelitian ini dilatarbelakangi oleh persaingan kompetitif antar produsen yang mendorong produsen untuk menyusun strategi pemasaran demi terserapnya kelimpahruahan produksi. Produsen berupaya menciptakan imaji kebutuhan melalui sistem tanda pada media sosial dengan konsep endorsement. Penelitian ini bertujuan untuk membongkar pemanfaatan sistem tanda pada media sosial yang dilakukan produsen untuk membangkitkan konsumsi. Berbasis teori Masyarakat Konsumsi dari Jean Baudrillard, penelitian ini menggunakan paradigma kritis dan metode analisis semiotika Roland Barthes. Hasil penelitian menunjukkan bahwa produsen menyelipkan aktivitas pemasaran melalui sistem tanda pada foto endorser di Instagram. Temuan lain dalam penelitian ini adalah terdapat relasi saling memasarkan antara produsen dan endorser.

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This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser. This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser., This study‟s motivated by competitive rivalry among producers which

encourage them to develop a marketing strategy for the sake of absorption

abundance of production. The producer created artificial need through system of

signs on social media. This study aimed to dismantle the use of system of signs on

social media that carried producers to raise consumption. According to Consumer

Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer

slipped marketing activities through system of signs in endorser‟s photos on

Instagram. Other finding in this study‟s there‟s a mutual relationship between

producer and endorser.]"

"Tujuan-Tujuan penelitian ini adalah untuk menguji secara empiris hubungan dari elemen-elemen marketing 4.0 dengan kepuasan dan loyalitas konsumen, serta bagaimana peran preferensi merek religius dalam hubungan tersebut. Secara spesifik, penelitian ini dilakukan pada pelanggan wanita Muslim Indonesia pada merek modest fashion lokal di Indonesia.Desain/metodologi/pendekatan- metode yang digunakan yaitu analisis kuantitatif dengan pengukuran Structural Equation Modeling (SEM) untuk menganalisis data dari sampel yaitu pelanggan Wanita Muslim Indonesia pada merek modest fashion lokal yang berjumlah 259 responden.Hasil- Hasil penelitian ini menunjukkan hubungan antara elemen-elemen marketing 4.0 yaitu identitas merek, citra merek, integritas merek, dan interaksi merek dengan kepuasan serta, citra merek dan interaksi merek pada hubungan nya dengan intensi kesetiaan wanita muslim Indonesia dari merek fashion muslim lokal. Hasil lainya, menemukan adanya moderasi preferensi merek religius pada hubungan hubungan elemen marketing kecuali pada integritas merek dengan kepuasan dan intensi kesetiaan konsumen nya.Implikasi praktis- Penelitian ini memberikan insight dari elemen-elemen marketing 4.0 dalam industri yang berkembang. Secara khusunya implikasi manajerial dituju bagi kewirausahaan merek fashion muslim lokal untuk mendapat insight dan pemahaman terkait efektifitas marketing pada konsumen wanita muslim di era digital ini.Originalitas- Marketing 4.0 telah mendapat banyak perhatian dan implementasi dari kalangan akademisi dan praktisi, namun masih kurangnya penelitian tentang model teori di bidang pemasaran, khususnya pada industri yang belum established dan kaitannya dengan kepuasan dan loyalitas pelanggannya.

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Purpose-The purpose of this study is to empirically examine the impacts of Marketing 4.0 Elements on customer satisfaction and loyalty intention and how religious brand preference contributes to the relationship. This study specifically examines on Indonesian Muslim consumers of local Modest Fashion Brands.

Design/methodology/approach- The method used was quantitative analysis with Structural equation modeling to analyze the data collected from 259 Indonesian Muslim Woman customers of Modest Fashion Brands.

Findings- The result found the significant effects of marketing 4.0 elements on the customers’ satisfaction that is brand identity, brand image, brand integrity, and brand interaction while the marketing 4.0 elements that is found to have a significant effect on the loyalty intentions are brand image and brand interaction. Other findings are the moderation role of religious brand preference on the marketing 4.0 elements to customer satisfaction and loyalty intentions of Indonesian Muslim woman customers of local modest fashion brands, except for brand integrity.

Practical implications- This study provides new insights to the marketing 4.0 model theory in an emerging industry. Specifically, the managerial implication is directed to Indonesian modest fashion brands entrepreneurs, to gain insights and understanding the effectivity of marketing modest fashion brands in the digital age among Muslim consumers.

Originality- Marketing 4.0 has received levels of attention and implementations from academics and practitioners, however there is still a lack of research on the model theory in the marketing field, particularly on a non-established industry and its relation to satisfaction and loyalty of its customers."