The Influence of Social Media Influencers and Fashion Lifestyle on the Intent to Purchase Sustainable Muslim Fashion: The Mediating Role of Consumer Attitudes and Moderating Role of Religiosity in Gen Z

This study aims to analyze and examine the influence of social media influencers and fashion lifestyle on the purchase intention of sustainable Muslim fashion among Generation Z Muslims, with consumer attitude as a mediating variable and religiosity as a moderating variable. A quantitative approach was employed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) via SmartPLS software. The study surveyed 250 Muslim Generation Z university students in the LLDIKTI III region who are active on social media and interested in Muslim fashion. The results reveal that social media influencers have a significant and positive effect on both consumer attitude (β = 0.408; p < 0.001) and directly on purchase intention (β = 0.558; p < 0.001). Fashion lifestyle significantly influences consumer attitude (β = 0.424; p < 0.001), but does not have a direct significant effect on purchase intention (p = 0.076). Consumer attitude mediates the relationship between both social media influencers and fashion lifestyle toward purchase intention. However, religiosity does not significantly moderate the relationship between consumer attitude and purchase intention (p = 0.609). In conclusion, social media influencers are the most dominant factor in shaping sustainable fashion purchase intention among Muslim Gen Z, both directly and through attitude formation. Fashion lifestyle influences purchase intention indirectly via consumer attitude.