The Product Diversification and Purchase Intention of Evidence from Kamiidea and Buttonscarves Muslim Fashion Consumers in Indonesia Mediated by Brand Trust, Perceived Value, and Customer Satisfaction

Authors

DOI:

https://doi.org/10.35870/ijmsit.v6i2.8336

Keywords:

Product Diversification, Brand Trust, Perceived Value, Purcahse Intention, Kamiidea, Buttonscarves

Abstract

This study examines how product diversification shapes purchase intention among consumers of premium local Muslim fashion brands in Indonesia through brand trust, perceived value, and customer satisfaction. 250 DKI Jakarta who had purchased Kamiidea or Buttonscarves products through online or physical stores, analysis (PLS-SEM) with SmartPLS 3. Product diversification strengthens brand trust, perceived value, and customer satisfaction. However, its direct effect on purchase intention is negligible, indicating that diversification becomes behaviorally meaningful primarily when consumers translate a broader product portfolio into value and satisfaction. Customer satisfaction provides the strongest direct and mediating mechanism, followed by perceived value, whereas brand trust does not directly predict purchase intention and its simple mediation pathway is not significant. 48.9% of impact purchase intention. Refine understanding of product diversification in premium Muslim fashion by showing that expanding an assortment is not sufficient by itself; diversification must create relevant value and a satisfying shopping experience to stimulate purchase intention. Managerially, the results emphasize disciplined assortment innovation, consistent quality, value communication, and omnichannel service rather than reliance on brand trust alone.

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Author Biographies

  • Nia Puspita Hapsari, Universitas Muhammadiyah Jakarta

    Master of Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Jakarta, Central Jakarta City, Special Capital Region of Jakarta, Indonesia

  • Suhendar Sulaeman, Universitas Muhammadiyah Jakarta

    Master of Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Jakarta, Central Jakarta City, Special Capital Region of Jakarta, Indonesia

  • Dewi Sari Sumitro, Universitas Esa Unggul

    Management Study Program, Faculty of Economics and Business, Universitas Esa Unggul, West Jakarta City, Special Capital Region of Jakarta, Indonesia

  • Rudi Heri Marwan, Universitas Esa Unggul

    Creative Industrial Design Study Program, Faculty of Industrial and Creative Design, Universitas Esa Unggul, West Jakarta City, Special Capital Region of Jakarta, Indonesia

References

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Published

2026-09-06

Issue

Vol. 6 No. 2 (2026): July - December 2026

Section

Articles

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Copyright (c) 2026 Nia Puspita Hapsari, Suhendar Sulaeman, Dewi Sari Sumitro, Rudi Heri Marwan

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How to Cite

Hapsari, N. P., Sulaeman, S., Sumitro, D. S., & Marwan, R. H. (2026). The Product Diversification and Purchase Intention of Evidence from Kamiidea and Buttonscarves Muslim Fashion Consumers in Indonesia Mediated by Brand Trust, Perceived Value, and Customer Satisfaction. International Journal of Management Science and Information Technology, 6(2), 2325-2334. https://doi.org/10.35870/ijmsit.v6i2.8336