Religiosity and fashion store patronage intention among Muslim consumers

Purpose – This study investigates the influence of religiosity, perceived value, and customer satisfaction on patronage intention in the context of a Muslim fashion retail store in Yogyakarta, Indonesia.Methodology – The research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Data were collected using a structured questionnaire administered to 300 customers of Muslim fashion retail stores in Yogyakarta.Findings – The results demonstrate that religiosity positively and significantly influences perceived value, customer satisfaction, and patronage intention. Perceived value further enhances customer satisfaction and patronage intention, while satisfaction plays a direct role in strengthening patronage intention. These findings highlight the central role of religiosity as a driver of consumer evaluations and behavioral outcomes in Muslim fashion retailing.Implications – Theoretically, this study extends the application of consumer behavior theories by integrating religiosity into patronage intention models. Practically, the findings provide insights for Muslim fashion retailers to design marketing and service strategies that align with Islamic values, thereby improving perceived value, satisfaction, and loyalty.Originality – This study contributes to the literature by contextualizing the role of religiosity in shaping patronage intention within the Muslim fashion retail sector in Yogyakarta.