| Summary: | Attractiveness of products from pesantren SMEs to consumers, comprising identity expressiveness Islamic and product uniqueness. It intends to find out the effects of identity expressiveness and need for Islamic product uniqueness on preference on pesantren SMEs’ online products with in corona virus pandemic context where common transactions swift from offline to online. It Applies convenience sampling technique for questionnaire distribution SEM-PLS for data analysis, and follows Malhotra’s guideline for sample size. The respondents that have had transaction experiences are contacted online. Pesantren SMEs should embrace online business, by considering factors relevant to pesantren such as Islamic identity expressiveness and Islamic product uniqueness. Factors for pesantren SMEs, this can provide consideration to take into account of factors that pronounce identity and related uniqueness in order to set themselves from common SMEs. Beside new constructs including identity expressiveness and need for Islamic product uniqueness, main contribution of the study lies on relation of social identity and uniqueness theories as antecedents of preference on pesantren SMEs’ online products.
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