Brand Awareness, Brand Modesty, Consumer Involvement, and

Perceived Quality of Modest Sportswear in Greater Jakarta,

Indonesia

Leonnard, Citra Anggia Fathia and Daniya

Jalan Rawajati Timur I No.1, RT.3/RW.2, Rawajati, Pancoran, Kota Jakarta Selatan,

Daerah Khusus Ibukota, 12750, Jakarta

Keywords: 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.

1 INTRODUCTION

The Pew Research Center’s Forum on Religion &

Public Life predicts that the world's Muslim

population will raise up to 2.2 billion people in

2030. The young generation dominates the

demographic structure of Muslim population. In

2010, the median age of Muslim was 23 years old.

The prediction also expects that by 2030, 29% of the

world's young population will be Muslim. 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 wear has a huge market potential. Aside

from the fact that modest apparel is mandatory for

Muslim, Indonesian culture, in general, has always

valued the norm of modesty. However, the concept

of modesty becomes the limit for activities that

require agility, such as sports. Sportswear is

designed to give flexibility to the wearer, depicted

by the usual sportswear that is showing skin and

tight to the body. Consequently, this condition

contradicts the basic concept of modest attire.

Therefore, the main objectives of this study is to

identify the relationship between perceived quality,

brand awareness, consumer involvement, and

perceived quality regarding the women modest

sportswear consumers in Greater Jakarta, Indonesia.

2 LITERATURE REVIEW

2.1 Perceived Quality

Athiyaman (1997) believe that the perceived quality

is a degree of the compliance rate between perceived

performance and customer expectations. If a product

actual outcome goes beyond the consumer

expectation, consumers will be satisfied or

otherwise, consumers will be displeased (Chaudhuri,

2002). There are two factors affecting perceived

qualities; intrinsic and extrinsic factors (Schiffman

and Kanuk, 2000). The intrinsic factors are the

physical characteristics of the product consisting of

color, size, taste, and aroma, while the extrinsic

factors are external factors influencing consumer

purchase decisions consisting of product image,

manufacture image, store image, price, and country

of origin product (Schiffman and Kanuk, 2000).

134

Leonard, ., Fathia, C. and Daniya, .

Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia.

DOI: 10.5220/0008489401340138

In Proceedings of the 7th International Conference on Entrepreneurship and Business Management (ICEBM Untar 2018), pages 134-138

ISBN: 978-989-758-363-6

2.2 Brand Awareness

Keller (2011) defines brand awareness as the ability

and ease of brand to embed in consumer memory,

consisting of brand familiarity and brand

recognisability dimensions. The higher the brand

awareness is, the higher the chances of consumers

purchasing the brand of the product or service

(Macdonald and Sharp, 2000; Mohd Yasin et al.,

2007; Foroudi et al., 2014). Previous studies have

indicated that brand awareness significantly affects

consumer involvement (Macdonald and Sharp, 2000,

Kim, 2003, Aghdaie and Honari, 2014) and

perceived quality (Aghdaie and Honari, 2014. Kim

et al., 2018).

2.3 Modesty and Modest Branding

Modest apparel is widely known as a way of

dressing which avoids sexual attraction (Oxford

Dictionaries). Modest fashion is very closely related

to muslim women. They should cover their bodies

from head to toe except the face and ankles. With

the existence of globalization, the modest fashion

has become a trend that is spreading very rapidly in

the world. The need for modest fashion today is not

only driven by religious beliefs and demands, but

also part of style and appearance (Jones, 2010).

Muslim women who use modest apparel also want

to look fashionable to follow the trend (Aisha,

2017). Even, fashion is also a part that describes

their social status. Therefore, we propose this as part

of the self-actualization (McLeod, 2007).

2.4 Consumer Involvement

Consumer evaluations of products are affected by

physical, social, time, purchase intention and mental

situations (Assael, 2004). Laaksonen (1994)

suggested three groups of definitions: cognitive

based, individual state and response based. This

classification embraces the first distinction of

involvement proposed by Rothschild (1984) who

suggested that involvement has three forms or types:

enduring, situational, and response. Therefore, the

hypotheses to be tested in this study are as follows:

H1.a: Brand awareness has a positive relationship

towards consumer involvement.

H1.b: Brand awareness has a positive relationship

towards perceived quality.

H2.a: Brand modesty has a positive relationship

towards consumer involvement.

H2.b: Brand modesty has a positive relationship

towards perceived quality.

H3: Consumer involvement has a positive

relationship towards perceived quality.

3 METHODOLOGY

3.1 Measurement Development

The Brand Awareness assessed by using two

dimensions. These two dimensions are developed by

Ha and Perks (2005) and Foroudi et al., (2006)

consist of brand familiarity and brand

recognisability. Brand Modesty (X2) can be

measured by self-fulfillment Maslow which is

applied by Shutenko (2015). Consumer Involvement

(Y) assessed by using five dimensions. The five

dimensions are developed by Asael (2004) that

consists of physical, social, time, purchase intention

and mental situations. Perceived Quality (Z)

assessed by using two dimensions. These two

dimensions are developed by Schiffman and Knauk

(2000) which consists of External (Z1) and Internal

(Z2).

3.2 Sampling and Data Collection

In this study, we surveyed Muslim women that wear

hijab with an age range from 18 to 30 years old in

Greater Jakarta. Our respondents also need to have

past experience wearing modest sportswear. To

fulfill that requirement, the questionnaire was

distributed in a gym and also in sportswear retailer.

As a result, the total respondents are 65 persons and

all of it is usable. The questionnaire was distributed

to the respondents via a google form.

3.3 Data Analysis

Data analysis was performed using Partial Least

Square-Structural Equation Modeling (PLS-SEM)

through SmartPLS 3.0 software. The choice of

processing method is due to the small number of

samples and it is not possible to perform the analysis

using SEM analysis based on covariance.

4 FINDINGS

4.1 Evaluation of Outer Model

Evaluation of convergent validity has been achieved,

which is proven by the indicator of reliability

(loading factor) of each indicator used in the model.

Table 1 indicates that all loading factor values are >

Brand Awareness, Brand Modesty, Consumer Involvement, and Perceived Quality of Modest Sportswear in Greater Jakarta, Indonesia

135

0.50 and t–statistics are > 2.00. In addition, the

Average Variance Extracted values of all constructs

are > 0.50. A follow-up examination of the internal

consistency construct also indicates the cronbach's

alpha and composite reliability values of all

constructs are > 0.70.

Table 1: Outer loadings.

Latent

variables

Manifest

variables

Std.

Loadings

t-Statistics AVE

Composite

reliability

Cronbach’s

Alpha

Rho A

X1 0.902 16.063

0.826 0.905 0.790 0.793

X2 0.940 13.799

X3 0.838 19.372

0.707 0.906 0.861 0.863

X4 0.843 18.860

X5 0.795 13.232

X6 0.885 29.909

Y1 0.920 46.529

0.809 0.944 0.921 0.927

Y2 0.925 50.072

Y3 0.921 50.473

Y4 0.828 17.766

Z1 0.948 59.819

0.891 0.943 0.878 0.881

Z2 0.940 44.862

Note: X1= Brand awareness; X2= Brand modesty; Y= Consumer

involvement; Z= Perceived quality

Further evaluation of discriminant validity

indicates good results. This result is obtained by

looking at the correlation values between the same

constructs as compared to other constructs through

Fornell-Larcker criterion. The results in table 2

indicate the correlation between the same constructs

is always higher than the other constructs.

Table 2: Fornell-Larcker criterion results.

X1 X2 Y Z

X1 0.909

X2 0.550 0.841

Y 0.427 0.743 0.899

Z 0.470 0.711 0.877 0.944

4.2 Evaluation of Inner Model

Evaluation of inner model is performed by testing

the significance of each path coefficient whether

there is a relationship in accordance with the

proposed hypothesis or not. The results in Table 2

indicate that brand modesty significantly affects

perceived quality (coeff = 0.729). Consumer

involvement has also shown to significantly affect

perceived quality (coeff = 0.775). The results

indicate that hypotheses 2a and 3 are proven.

Table 3: Path coefficient results.

Coeff. t-statistics P-value

Brand awareness ->

Consumer involvement

0.026 0.284 0.776

Brand awareness ->

Perceived quality

0.093 1.162 0.246

Brand modesty -> Consumer

involvement

0.729 9.865 0.000***

Brand modesty -> Perceived

quality

0.084 0.773 0.440

Consumer involvement ->

Perceived quality

0.775 8.159 0.000***

Note: *** p<0.01; **p<0.05; *p<0.10

Further evaluation by looking at the total indirect

effects of each path coefficient indicates that brand

modesty has a significant indirect effect on the

perceived quality through moderating variable

consumer involvement (coeff = 0.565) (Table 3).

However, this effect is still smaller than the direct

effect of brand modesty on perceived quality (coeff

= 0.729).

Table 4: Total indirect effect results.

Coeff. t-statistics P-value

Brand awareness ->

Consumer involvement

- - -

Brand awareness ->

Perceived quality

0.020 0.285 0.776

Brand modesty ->

Consumer involvement

- - -

Brand modesty ->

Perceived quality

0.565 5.288 0.000***

Consumer involvement

-> Perceived quality

- - -

Note: *** p<0.01; **p<0.05; *p<0.10

Brand awareness and brand modesty are able to

explain the variability of consumer involvement

constructs of 55.3% (R

), and consumer involvement

constructs are able to explain the variability of

perceived quality constructs of 78.4%. Meanwhile,

the rest is explained by other constructs which are

not included in the model.

The relationship between each of the constructs

is indicated in Figure 1 below.

ICEBM Untar 2018 - International Conference on Entrepreneurship and Business Management (ICEBM) Untar

136

Figure 1: The relationship between constructs in the PLS-SEM model.

5 DISCUSSION

Based on the findings of this study, it is very

important for sportswear brands to build their brand

awareness, fulfill their brand modesty, and

understand their consumer involvement in order to

receive a good perceived quality from young

Indonesian Muslim consumers. Our study indicates

that brand modesty significantly affects the

perceived quality of modest sportswear. This is in

accordance with Maslow's theory applied by

Shutenko (2015). Of the overall indicators used,

self-achievement is the motivation that has the

highest influence underlying the brand modesty in

young muslim women in Greater Jakarta, Indonesia

(coeff = 0.885), followed by social needs (coeff =

0.843), material needs (coeff . = 0.838), and self-

expression (coeff = 0.785). Self-achievement is the

motivation of young Muslim women where they feel

more energized and more frequent doing sports

when using modest sportswear. Then, social and

material demand becomes the next and the last

reason followed by a desire to express oneself.

These results are an interesting input for sportswear

manufacturers in Indonesia that the factors that

shape the above modesty brand need to be

considered when they want to produce and market

their products in Indonesia. The next significant

factor affecting perceived quality is consumer

involvement. The dimensions that have the highest

influence of consumer involvement are the

dimensions of purchase intention (coeff = 0.925),

social (coeff = 0.921), physical (coeff = 0.920), and

time (coeff = 0.828). This result is in accordance

with Suh et al. (1997), Asael (2004), and Espejel et

al., (2009). Purchase intention is a motivation from

within the consumer itself in making purchasing

decisions and use of sportswear. Furthermore, the

effect of the social environment includes the demand

to maintain the norm of politeness from the

environment and Islamic religious demands. The

physical effects include both product and store

designs. Finally, the effect of time involves

searching time for information and product usage.

6 CONCLUSION

In conclusion, brand modesty and consumer

involvement have significant positive effects on

perceived quality of modest sportswear in Greater

Jakarta, Indonesia. Some other variables that might

affect modest sportswear perceived quality might be

considered for future research. Moreover, for

specific brand or type of modest sportswear (for

example: swimwear), consumer may show different

consumer behaviors, which can be studied for the

future research.

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