Value Congruity and Modest Fashion Purchase Decisions Among Young Muslim Consumers in Banten, Indonesia

This study examines how value congruity relates to modest fashion purchase decisions alongside religiosity, electronic word-of-mouth (e-WOM), Islamic moral identity, and attitude. Research Methods: A cross-sectional online survey in Banten, Indonesia, yielded 101 eligible cases from 206 responses collected from July 31 to September 11, 2026. Participants were aged 17–25, and 99.0% were students. Associations were estimated through path analysis of unit-weighted composite scores with 5,000 paired bootstrap resamples. Results: Religiosity was associated with Islamic moral identity (β = .814), while value congruity was associated with attitude (β = .763) and purchase-decision scores (β = .639); all three p values were below .001. The equations accounted for 66.3%, 76.2%, and 82.2% of the respective in-sample score variance. Other direct paths, interactions, and exploratory indirect effects were not significant. However, CON–KEP HTMT was .920, and shared-method diagnostics raised concerns. Conclusion: Value congruity warrants further investigation, but measurement overlap, the student-dominated sample, and the cross-sectional design prevent a definitive claim that it is a distinct causal driver. The results support further testing of value-aligned communication rather than claims about verified purchasing behavior.