The moderating role of Islamic Apparel Brand Personality in Thai fashion purchase intention through shopping proxy services among Muslim women in Banda Aceh
Abstract
Purchasing Thai fashion through shopping proxy services (jastip) provides a cross-border consumption context for examining the roles of consumer attitudes, perceived behavioral control, and Islamic brand personality in Muslim women's purchase intentions. This study aims to examine the effects of attitude and perceived behavioral control (PBC) on purchase intention and test the moderating role of Islamic Apparel Brand Personality (IABP). A quantitative survey was conducted with 150 Muslim women in Banda Aceh selected through purposive sampling, and the data were analyzed using PLS-SEM in SmartPLS 4.0. The results show that attitude (β = 0.471; p < 0.001) and PBC (β = 0.265; p = 0.007) positively and significantly influence purchase intention, whereas IABP does not moderate either relationship. The model explains 75.1% of the variance in purchase intention. These findings extend the application of the Theory of Planned Behavior to cross-border shopping proxy services and indicate that Islamic brand personality does not necessarily strengthen purchase intention. Abstrak Pembelian fesyen Thailand melalui jasa titip (jastip) menghadirkan konteks konsumsi lintas negara yang menarik untuk menguji peran sikap, persepsi kontrol perilaku, dan karakter merek Islami dalam membentuk niat beli perempuan Muslim. Penelitian ini bertujuan menganalisis pengaruh sikap dan perceived behavioral control (PBC) terhadap niat membeli serta menguji peran moderasi Islamic Apparel Brand Personality (IABP). Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 150 perempuan Muslim di Banda Aceh yang dipilih dengan teknik purposive sampling, dengan analisis PLS-SEM menggunakan SmartPLS 4.0. Hasil menunjukkan bahwa sikap (β = 0,471; p < 0,001) dan PBC (β = 0,265; p = 0,007) berpengaruh positif dan signifikan terhadap niat beli, sedangkan IABP tidak memoderasi kedua hubungan tersebut. Model menjelaskan 75,1% variasi niat beli. Temuan ini memperluas penerapan Theory of Planned Behavior dalam konteks jastip lintas negara dan menunjukkan bahwa karakter merek Islami tidak otomatis memperkuat niat beli.