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"Penelitian ini membahas mengenai makna budaya dalam perkembangan fesyen muslim di Indonesia pada masa pandemi Covid-19. Fesyen atau busana merupakan sesuatu yang dipakai dari ujung rambut hingga ujung kaki. Fesyen muslim adalah busana yang memiliki nilai-nilai spiritual bagi penggunanya. Pada masa pandemi Covid-19 ini, fesyen muslim tidak berhenti mengalami perkembangan. Penelitian ini menggunakan metode kualitatif. Peneliti melihat adanya kekhasan dalam perkembangan fesyen muslim di Indonesia pada masa pandemi Covid-19. Kekhasan tersebut terlihat melalui tahapan fenomenologi hingga akhirnya terlihat makna budaya yang terdapat dalam fenomena perkembangan fesyen muslim di Indonesia dalam masa pandemi Covid-19. Tujuan penelitian ini adalah menjelaskan makna budaya dalam perkembangan fesyen muslim di masa pandemi Covid-19 di Indonesia. Hasil dari penelitian ini adalah terdapat dua macam makna budaya pada perkembangan fesyen muslim di Indonesia pada masa pandemi Covid-19, yaitu makna spiritual dan makna estetika yang memengaruhi perkembangan fesyen muslim pada masa itu.

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This study discusses the value of culture in the development of muslim fashion in Indonesia during the pandemic of Covid-19. Fashion or clothing is everything that is worn from head to toe. Muslim fashion is clothing that has spiritual values for its users. During the Covid-19 pandemic, Muslim fashion did not stop experiencing developments. This research uses qualitative method. The researcher saw a peculiarity in the development of Muslim fashion in Indonesia during the Covid-19 pandemic. This uniqueness can be seen through the phenomenological stages until finally the cultural meaning contained in the phenomenon of the development of Muslim fashion in Indonesia during the Covid-19 pandemic. The purpose of this research is to explain the meaning of culture in the development of Muslim fashion during the Covid-19 pandemic in Indonesia. The results of this study are that there are two kinds of cultural meaning in the development of Muslim fashion in Indonesia during the Covid-19 pandemic, namely spiritual meaning and aesthetic meaning that influenced the development of Muslim fashion at that time."

"Perkembangan industri fashion mampu berkontribusi sekitar Rp166 triliun, atau setara dengan 18,15% terhadap PDB industri kreatif dan berada pada posisi kedua sebagai penyumbang terbesar. Apabila ditelaah lebih lanjut, dalam hal fashion muslim, Indonesia merupakan negara dengan konsumen busana muslim terbesar ketiga setelah Turki dan Uni Emirat Arab. Konsumsi fashion muslim di Indonesia berada di angka 21 miliar US dengan laju pertumbuhan sebesar 18,2% per tahunnya. Adanya karakteristik khusus pada fashion muslim, terutama seperti momentum keagamaan di bulan Ramadhan, juga turut berkontribusi dalam meningkatkan konsumsi fashion muslim di Indonesia. Selama pandemi, terjadi percepatan pertumbuhan e-commerce di Indonesia sebesar 91% dibanding tahun sebelumnya yang hanya 54%. Pandemi COVID-19 membuat 17,5% konsumen beralih ke platform belanja online dan mengurangi kebiasaan berbelanja offline. Perubahan perilaku konsumen memaksa perusahaan untuk dengan cepat menggeser saluran pemasarannya. Ketika saluran baru seperti internet meningkat dan ditawarkan kepada konsumen, pengalaman konsumen menjadi lebih digital dan menghasilkan peningkatan jumlah dan kompleksitas konsumen. Melihat adanya fenomena ini, penelitian difokuskan untuk menganalisis efektivitas saluran pemasaran dalam meningkatkan jumlah konsumen ritel fashion muslim. Hasil dari penelitian ini adalah strategi yang dapat diterapkan oleh perusahaan untuk dapat memaksimalkan saluran pemasarannya.

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The development of the fashion industry can contribute around Rp. 166 trillion, or equivalent to 18.15% of the GDP of the creative industry, Moreover, it is in the second position as the largest contributor of GDP. In terms of Muslim fashion, Indonesia is the country with the third largest consumer of Muslim clothing after Turkey and the United Arab Emirates. Consumption of Muslim fashion in Indonesia is at US 21 billion with a growth rate of 18.2% per year. The existence of special characteristics in Muslim fashion, especially such as the religious momentum in the month of Ramadan, also contributes to increasing the consumption of Muslim fashion in Indonesia. During the pandemic, there was an acceleration of e-commerce growth in Indonesia by 91% compared to the previous year which was only 54%. The COVID-19 pandemic has made 17.5% of consumers switch to online shopping platforms and reduce their offline shopping habits. Changes in consumer behavior are forcing companies to quickly shift their marketing channels. As new channels such as the internet are offered to customers, the customer experience becomes more digital and results in an increase in the number and complexity of customers. Seeing this phenomenon, the research is focused on analyzing the effectiveness of marketing channels in increasing the number of Muslim fashion retail consumers. The results of this study are strategies that can be applied by companies to maximize their marketing channels."

"Indonesia sebagai negara dengan populasi muslim terbesar di dunia menjadikan bulan Ramadan sebagai bulan yang dinanti dan dirayakan dengan nilai dan budaya, atmosfer religius, serta perubahan pola konsumsi. Pola konsumsi yang berubah pada bulan Ramadan salah satunya adalah pembelian pada produk fashion muslim. Terdapat pola berulang setiap tahunnya bahwa bulan Ramadan ditandai dengan konsumtivitas pembelian produk fashion muslim. Hal ini menjadi kontradiktif dengan esensi bulan Ramadan yang sebenarnya yaitu ketaatan beragama, berbagi, dan menahan hawa nafsu. Penelitian ini menggunakan theory of planned behavior (TPB) untuk menganalsiis faktor pendorong perilaku konsumen dalam melakukan pembelian produk fashion muslim di bulan Ramadan. Selain itu, ada sejumlah variabel penjelas lainnya untuk meninjau sejauh mana faktor pendorong dapat memengaruhi perilaku pembelian kembali produk fashion muslim di bulan Ramadan. Pemilihan sampel penelitian dilakukan dengan metode purposive sampling dan data yang diolah diperoleh dari total respons sebanyak 259. Kuesioner penelitian disebarkan secara online dan analisis data dilakukan dengan metode Partial Least Square-Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa TPB berpengaruh pada repurchase intention. Dimana repurchase intention dan product surplus juga berimplikasi berpengaruh terhadap repurchase behavior. Fashion choice motives dan financial attitudes berpengaruh terhadap planning routines seseorang. Namun product surplus hanya berhasil dijelaskan melalui variabel social relationship.

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Indonesia as a country with the highest Muslim population makes Ramadhan as an expected and celebrated month with values and cultures, religious atmosphere, and changes on consumption pattern. One of the changes of consumption pattern during Ramadhan is purchases on Muslim fashion products. There is a repetitive pattern in every year during Ramadhan, marked by consumption purchases of Muslim fashion products. This becomes contradictory with the true essence of Ramadan, which are religious observance, sharing, and inhibit lust. This research uses theory of planned behavior (TPB) to analyze motivating factors of consumers' behavior in purchasing Muslim fashion products during Ramadan. On the other hand, there are several explanatory variables to analyze the extent to which motivating factors are able to influence repurchasing behavior on Muslim fashion products during Ramadhan. Research samples were selected by using purposive sampling method and collected data from total response were 259. Research questionnaires were distributed online and data analysis was done by using Partial Least Square-Structural Equation Modelling (PLS-SEM). Results showed that TBP has the biggest influence towards repurchase intention. Where repurchase intention and product surplus have influence toward individual's planning routines as well. However, product surplus was only explained through social relationship variables."