Analysis of consumers’ self-congruity through halal fashion brand personality
The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this ne...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2023-06-01
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| Series: | Journal of Halal Product and Research |
| Online Access: | https://e-journal.unair.ac.id/JHPR/article/view/44352 |
| _version_ | 1797277408546521088 |
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| author | Dini Salmiyah Ali Athaya Kamila matanra |
| author_facet | Dini Salmiyah Ali Athaya Kamila matanra |
| author_sort | Dini Salmiyah Ali |
| collection | DOAJ |
| description | The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles. |
| first_indexed | 2024-03-07T15:48:04Z |
| format | Article |
| id | doaj.art-08f683b2d7d04501a022a570731ab185 |
| institution | Directory Open Access Journal |
| issn | 2654-9409 2654-9778 |
| language | English |
| last_indexed | 2024-03-07T15:48:04Z |
| publishDate | 2023-06-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Journal of Halal Product and Research |
| spelling | doaj.art-08f683b2d7d04501a022a570731ab1852024-03-05T03:28:05ZengUniversitas AirlanggaJournal of Halal Product and Research2654-94092654-97782023-06-0161354710.20473/jhpr.vol.6-issue.1.35-4742434Analysis of consumers’ self-congruity through halal fashion brand personalityDini Salmiyah Ali0https://orcid.org/0000-0002-9736-5406Athaya Kamila matanraTelkom UniversityThe halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles.https://e-journal.unair.ac.id/JHPR/article/view/44352 |
| spellingShingle | Dini Salmiyah Ali Athaya Kamila matanra Analysis of consumers’ self-congruity through halal fashion brand personality Journal of Halal Product and Research |
| title | Analysis of consumers’ self-congruity through halal fashion brand personality |
| title_full | Analysis of consumers’ self-congruity through halal fashion brand personality |
| title_fullStr | Analysis of consumers’ self-congruity through halal fashion brand personality |
| title_full_unstemmed | Analysis of consumers’ self-congruity through halal fashion brand personality |
| title_short | Analysis of consumers’ self-congruity through halal fashion brand personality |
| title_sort | analysis of consumers self congruity through halal fashion brand personality |
| url | https://e-journal.unair.ac.id/JHPR/article/view/44352 |
| work_keys_str_mv | AT dinisalmiyahali analysisofconsumersselfcongruitythroughhalalfashionbrandpersonality AT athayakamilamatanra analysisofconsumersselfcongruitythroughhalalfashionbrandpersonality |