Electronic Word of Mouth and Brand Integrity as Determinants of Muslim Consumer Attitudes in the Digital Era: A Study of the Indonesian Modest Fashion Industry

Abstract

This study aims to analyze the variables of Electronic Word of Mouth and Brand Integrity on Brand Attitude using a case study of the Zoya brand. Theoretically, this study contributes to broadening the understanding of brand attitude formation through two main pathways: digital information and brand moral/ethical perception. This study provides strategic recommendations for Zoya to manage consumer reviews more systematically, strengthen product information transparency, and maintain consistency between communication and implementation of brand values. A descriptive quantitative approach was used in this study. The sampling technique used was purposive sampling. A total of 100 respondents domiciled in Depok were involved in this study, aged 17-60 years. The data source used primary data by distributing questionnaires through Google Forms. The data analysis technique used Partial Least Squares with the data processing tool SmartPLS version 4.1.0.0. The results showed a positive but insignificant effect between Electronic Word of Mouth on Brand Attitude. Furthermore, Brand Integrity had a positive and significant effect on Brand Attitude. This research strengthens the theoretical understanding that brand attitudes are formed through a combination of cognitive factors (information evaluation) and value factors (perceived integrity), thereby enriching the contextualization model of consumer behavior in value-based markets. Managerially, the findings of this study provide strategic direction for brand management, particularly for Zoya and other Muslimah fashion brands, to prioritize proactive eWOM management and ensure brand integrity is maintained at every point of contact with consumers. Brand managers need to strengthen digital strategies that enable consumers to share positive experiences, provide quick responses to negative reviews, and encourage the creation of credible dialogue spaces on online platforms.