Authors:
Leonard
;
Citra Anggia Fathia
and
Daniya
Affiliation:
Sekolah Tinggi Manajemen IPMI, Indonesia
Keyword(s):
Modesty, Sportwear, Brand Awareness, Brand Modesty, Consumer Involvement, Perceived Quality, SEM-PLS.
Abstract:
Indonesia is the country with the largest Muslim population in the world with 87 percent of its population is Muslim (USCIRF, 2017). With this condition, modest sportswear has a huge market potential. In addition, Indonesian culture, in general, has always valued the norm of modesty. In this study, we investigate the relationship between brand awareness, brand modesty, consumer involvement and perceived quality of modest sportwear in Greater Jakarta, Indonesia. Data analysis was carried out by performing PLS-SEM and SmartPLS software package. The result indicates that brand modesty and consumer involvement have significant positive effects on perceived quality of modest sportswear in Greater Jakarta, Indonesia. Further managerial implications are discussed.