The impact of religiosity on fashion involvement and patronage intention among generation XYZ of indonesian muslim consumers

Religiosity guides people to hold on to their beliefs in behavior, including in decision-making to purchase Islamic clothing. Age can determine decision-making behavior so that in correlation to that, beliefs based on age will result in different decisions. Therefore, the aim of this study is to determine whether there is an influence between religiosity and patronage intention that is mediated by fashion involvement for Generation XYZ. The data collection in this study was conducted using a questionnaire with optional indicators as a result of previous research. Sampling was performed with the technique of non-probability sampling for 243 respondents in Indonesia. The results show that religiosity has both a direct and indirect effect on patronage intention for Generation X and Y. Religiosity does not have a direct effect on Generation Z patronage but does have a direct effect on fashion involvement. The implications of this study are that Muslim fashion stores need to be more aware of the needs of all age groups in marketing to avoid segregation. Stores must focus on individual customer religiosity in order to attract tourists and encourage return visits.