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"Strategi positioning modest fashion awalnya dilakukan untuk mempromosikan event Modest Fashion Week, namun dalam perkembangannya justru menjadi sebuah istilah dan tren baru yang berhasil menjadi game changer dalam industri fashion dunia. Modest Fashion Week adalah acara pagelaran busana yang telah diselenggarakan di berbagai kota di dunia seperti Istanbul, London, Dubai, Jakarta dan Amsterdam. Acara ini didedikasikan untuk industri modest fashion, dan diikuti oleh desainer dan merek pakaian dari berbagai negara. Modest fashion sendiri merupakan gaya berpakaian yang banyak menutup bagian tubuh, potongan yang tidak membentuk badan, tidak transparan dan sopan adalah elemen kunci modest fashion, dimana penggunaan hijab bersifat opsional. Dengan kehadiran konsep ini, desainer dan brand menjadi lebih leluasa dalam meluncurkan lini modest fashion tanpa perlu khawatir dikaitkan dengan agama tertentu. Sehingga memiliki potensi pangsa pasar yang lebih luas lagi dan mampu diterima dengan baik di pasar fashion global. Proses positioning pada penelitian ini dimulai dari memahami letak masalah dan menjadikan positioning sebagai solusi. Dalam proses komunikasinya, pada kasus ini positioning dilakukan dengan menggunakan influencer dan media massa internasional yang dilakukan secara konsisten sejak sebelum acara berlangsung, saat acara berlangsung dan setelah acara dilaksanakan. Hal ini memaksimalkan penyampaian pesan pada khalayak dan membantu membangun positioning di benak khalayak.

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The positioning strategy of modest fashion was initially carried out to enhance the Modest Fashion Week event, but in its process it has become a new term and trend that has succeeded in changing the game in the world fashion industry. Modest Fashion Week is a fashion show that has been held in various cities around the world such as Istanbul, London, Dubai, Jakarta and Amsterdam. This event was made for modest fashion industry, and is participated by designers and clothing brands from various countries. Modest fashion itself defines as a style that covers many parts of the body, with cuts that do not shape the body, are not transparent and polite are the key elements of modest fashion, where the use of the hijab is optional. By having this concept, designers and brands will be more flexible in modest fashion without having to worry about a particular religion. So that it has the potential of a wider market community and can be well received in the global fashion market. The positioning process in this study starts from understanding the location of the problem and making positioning as a solution. In the communication process, positioning was carried out using influencers and international mass media consistently since the event, during the event and after the event was held. This maximizes message delivery to the audience and helps build positioning in the minds of the audience."

"In this paper,the author considers that if we are to realize the goal of the alleviation of the health threat resulting from tobacco use, a modest, but possibly useful start of balance between free trade in tobacco controls would be to explore a more lenient space space for tobacco control polocy from the existing dichotomy contexts within the WTO legal order....."

"Industri busana modest merupakan salah satu segmen paling berpengaruh untuk pasar Indonesia, yakni menjadi bisnis multi-miliar dolar yang menyumbang 1,25% dari total PDB Indonesia, sehingga perusahaan dan stakeholders di sektor ini perlu memahami apa yang sedang berkembang di kalangan konsumennya. Komunitas muslim semakin dapat menerima cara mengkomunikasikan kepribadian individu dengan memanipulasi tren mode terbaru ke dalam berbagai gaya busana yang membuka ruang untuk menunaikan kewajiban agama sekaligus mengekspresikan diri. Hal tersebut membuka peluang bagi para merek, pelaku usaha, dan desainer busana modest untuk terus berinovasi yang dapat menghasilkan nilai jual tinggi pada produk hingga dapat menetapkan harga premium. Penelitian ini bertujuan menganalisis faktor pendorong kesediaan konsumen muslim untuk menerima harga premium terhadap produk busana modest premium dari merek lokal. Metode purposive sampling pada penelitian ini melibatkan 219 responden dari kalangan Generasi Y dan Z di Indonesia yang pernah membeli produk busana modest premium selama 6 bulan terakhir. Dengan mengadopsi Social Identity Theory dan Self-Identity Theory melalui metode Structural Equation Modeling dengan pendekatan Partial Least Square, hasil penelitian menunjukkan bahwa brand satisfaction yang dipengaruhi product satisfaction berpengaruh positif signifikan terhadap premium price. Kemudian, yang berpengaruh positif signifikan terhadap product satisfaction, ialah product quality, product design, dan self-identity.

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The modest fashion industry is one of the most influential segments for the Indonesian market, being a multi-billion dollar business that accounts for 1.25% of Indonesia's total GDP. Companies and stakeholders in this sector need to understand what is developing among their consumers. The Muslim community is increasingly receptive to ways of communicating individual personalities by manipulating the latest fashion trends into various fashion styles that open up space to fulfill religious obligations as well as to express themselves. This opens up opportunities for brands, business actors, and modest fashion designers to continue to innovate that can generate high selling value in products so that they can set premium prices. This study aims to analyze the driving forces behind the willingness of Muslim consumers to accept premium prices for premium modest clothing products from local brands. The purposive sampling method in this study involved 219 respondents from Generations Y and Z in Indonesia who had purchased premium modest clothing products for the last 6 months. By adopting Social Identity Theory and Self-Identity Theory through the Structural Equation Modeling method with the Partial Least Square approach, the results show that brand satisfaction, which is influenced by product satisfaction, has a significant positive effect on the premium price. Then, variables that have a significant positive effect on product satisfaction are product quality, product design, and self-identity."

"Indonesia mendapat peringkat ketiga pada kategori modest fashion menurut State of the Global Islamic Economy Report. Dengan begitu, menandakan bahwa industri fashion di Indonesia yang semakin menguat dan membuat peluang pasar yang cukup baik bagi para pelaku usaha. Kebutuhan Informasi agar merek-merek local dapat bertahan dengan adanya trend modest fashion ini. Maka, penelitian ini bertujuan untuk melihat faktor-faktor yang dapat mempengaruhi muslim di Indonesia dalam repurchase intention terhadap brand modest fashion pada muslim di Indonesia. Penelitian ini menggunakan metode PLS-SEM dan diolah dengan SmartPLS 3. Terdapat 227 responden yang berhasil dikumpulkan, ditemukan bahwa trust on brand modest fashion (TB), dan attitude toward buying modest fashion product (ATT) memberikan pengaruh pada repurchase intention on brand modest fashion (RI). Religiosity (R) memberikan pengaruh negative secara langsung pada RI tetapi memberikan pengaruh positif secara tidak langsung melalui variabel ATT. Akan tetapi, subjective norms (SN) dan perceived behavioral control (PBC) ditemukan tidak berpengaruh signifikan terhadap RI. Namun, SN mempengaruhi RI secara tidak langsung melalui ATT.

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Indonesia is ranked third in the modest fashion category according to the State of the Global Islamic Economy Report. That way, it indicates that the fashion industry in Indonesia is getting stronger and makes a pretty good market opportunity for business people. Information is needed so that local brands can survive with this modest fashion trend. So, this study aims to look at the factors that can influence Muslims in Indonesia in repurchase intention of modest fashion brands on Muslims in Indonesia. This study uses the PLS-SEM method and is processed with SmartPLS 3. There are 227 respondents collected, it was found that trust on brand modest fashion (TB), and attitude towards buying modest fashion products (ATT) have an influence on repurchase intention on brand modest fashion (RI). Religiosity (R) exerts a negative influence directly on RI but exerts a positive influence indirectly through the ATT variable. However, subjective norms (SN) and perceived behavioural control (PBC) were found to have no significant effect on RI. However, SN affects RI indirectly through ATT."

"ABSTRAKPenelitian ini mengkaji hiperrealitas Modest Fashion yang dilakukan oleh influencer fashion traveler melalui foto perjalanan berwisata yang diunggah di Instagram. Dian pelangi merupakan seorang fesyen desainer dan juga influencer fashion traveler yang memiliki pengaruh di Indonesia. Rekam gambar dari aktivitas berwisata yang dilakukan dengan penggunaan modest fashion di abadikan melalui teknologi kamera yang diunggah di Instagram ini kemudian dijelaskan melalui pemikiran Jean Baudrillard yang dimulai dari masyarakat konsumeris hingga hiperrealitas. Pengumpulan data dilakukan dengan cara crawling data akun media sosial Instagram Dian Pelangi kemudian gambar yang sesuai dengan konsep terkait influencer fashion traveler di analisis menggunakan semiotika sosial guna menampilkan sumber semiotik yang kemudian dielaborasi dengan gagasan yang dimiliki oleh Baudrillard terkait masyarakat konsumeris dan hiperrealitas. Hasil penelitian menunjukkan bahwa terjadi hiperrealitas modest fashion yang dilakukan oleh Dian Pelangi melalui unggahan foto perjalanan wisata di Instagram untuk menaikkan nilai yang sebelumnya melekat pada nilai kegunaan Modest Fashion sebagai pakaian sederhana menjadi nilai simbol baru. Dian Pelangi sebagai influencer fashion traveler melakukan aktivitas berwisata guna membedakan dirinya dengan influencer fashion lainya sehingga apa yang tampak dari penggunaan modest fashion Dian Pelangi berbeda dengan influencer modest fashion lainnya. Kemudian, hasil penelitian ini menunjukkan bahwa unggahan foto penggunaan modest fashion dalam berwisata di Instagram menampilkan sisi berbeda dalam pembentukan nilai baru dalam penggunaan modest fashion di media sosial Instagram

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ABSTRACTThis study examines the Modest Fashion hyperreality carried out by influencer fashion travelers through photos of travel trips uploaded on Instagram. Dian Pelangi is a fashion designer and influencer of fashion traveler who has influence in Indonesia. Image recordings of travel activities carried out with the use of modest fashion are captured through camera technology uploaded on Instagram and then explained through Jean Baudrillard`s thoughts, starting from consumerist society to hyperreality. Data collection was done by crawling data from Dian Pelangi`s Instagram social media account and then drawing in accordance with the concepts related to influencer fashion traveler in an analysis using social semiotics to display semiotic sources which were then elaborated on Baudrillard`s ideas related to consumerism and hyperreality. The results showed that there was a modest hyperreality of fashion carried out by Dian Pelangi through uploading travel photos on Instagram to increase the value previously attached to the value of the usefulness of Modest Fashion as simple clothing into a new symbol value. Dian Pelangi is a fashion traveler influencer to do activities to distinguish herself from other fashion influencers so that what appears from the use of Dian Pelangi`s fashion modest is different from other fashion modest influencers. Then, the results of this study indicate that uploading photos of the modest use of fashion in traveling on Instagram show a different side in forming new values ​​in the use of modest fashion on Instagram social media."

"Tujuan: Mengetahui pengaruh pemberian diet rendah energi seimbang dengan atau tanpa pemberian inhibitor lipase terhadap antropometri dan indikator metabolik pada subyek berat badan lebih.Metodologi: Desain - uji klinis paralel selama 24 minggu, mulai Maret 2002 sampai Maret 2003. Subyek - orang dewasa sehat (berusia >18 sampai 60 tahun) laki-laki dan perempuan, dengan indeks massa tubuh >25 kg/m2. Perlakuan - seluruh subyek mendapatkan diet rendah energi seimbang (defisit 500 kilokalori per hari) mengandung 25% energi dari lemak. Dilakukan randomisasi menjadi 2 kelompok, yaitu kelompok yang mendapat diet saja (kelompok D) dan kelompok diet disertai inhibitor lipase 120 mg 3 kali sehari (kelompok DIL).Hasil: Dari 74 orang yang diskrining, 64 orang (laki-laki 8 orang, perempuan 56 orang) memenuhi syarat sebagai subyek, dilakukan randomisasi menjadi 2 kelompok, masing-masing 32 orang. Pada akhir penelitian, terdapat 13 subyek kelompok D dan 25 subyek kelompok DIL. Indeks massa tubuh kedua kelompok berbeda bermakna (p=0,046). Diet rendah energi menyebabkan penurunan berat badan dan penurunan massa lemak masing-masing sebesar 3,86% dan 2,59%. Perubahan komposisi tubuh tersebut berhubungan dengan perbaikan beberapa faktor risiko terkait obesitas. Kadar gula darah puasa dan kolesterol LDL turun bermakna masing-masing sebesar 8,45% dan 8,75%. Kombinasi diet dan inhibitor lipase memperbesar penurunan berat badan, massa lemak dan lingkar perut masing-masing 4,2+1,2 kg (p=0,001), 3,7+1,4 kg (p=0,014) dan 6,5±2,1 cm (p=0,005). Kombinasi tersebut juga memperbesar penurunan kadar total kolesterol dan HDL kolesterol masing-masing sebesar 20,0+7,2 mg/dL (p=0,008) dan 4,4+2,0 mg/dL (p=0,035). Perubahan pola distribusi lemak tubuh dan rasio LDL/HDL tidak bermakna. Setiap penurunan 1 kg berat badan, massa lemak berkurang 0,8+0,1 kg (p<0,001) ; lingkar perut berkurang 1,0+0,2 cm (p<0,001), ini menunjukkan terjadi pemecahan jaringan lemak intra-abdominal. Setiap penurunan 1 kg massa lemak, kadar gula darah postprandial berkurang 2,2+1,0 mg/dL (p=0,039). Setiap penurunan 1 kg berat badan, kadar total kolesterol berkurang 3,7+0,8 mgldL (p<0,001) ; kadar LDL kolesterol berkurang 2,3+0,8 mg/dL (p=0,008) ; kadar trigliserida berkurang 2,5+1,2 mg/dL (p=0,040). Setiap penurunan 1 cm lingkar perut, kadar HDL kolesterol berkurang 0,4+0,1 mg/dL (p=0,007).Simpulan: Pemberian diet rendah energi seimbang selama 24 minggu menurunkan berat badan, memperbaiki komposisi tubuh dan menurunkan faktor risiko terkait obesitas. Inhibitor lipase sebagai terapi adjuvan diet rendah energi dapat meningkatkan defisit energi, sehingga memperbesar penurunan berat badan, massa lemak, lingkar perut, kadar total kolesterol, dan HDL kolesterol.

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Effects of individualized modest energy deficit diet with or without lipase inhibitor on anthropometric and metabolic indicator in overweight subjects Objectives: To study the effects of weight loss on anthropometric measures and metabolic indicators in overweight subjects consuming low-energy balanced diet with or without lipase inhibitor.Methods: Design - 24 weeks randomized clinical trial study, conducted from March 2002 to March 2003. Subjects - healthy obese adults (>18 to 60 years of age) of both sexes, with body mass index >25 kg/m2. Treatments - all subjects received low-energy diet designed individually to cause an energy deficit of approximately 500 kcal/day (2092 kJ/day) containing 25% of energy as fat. Subjects were randomized to receive diet only (D group) or diet and lipase inhibitor 120 mg 3 times daily (DIL group).Results: A total of 74 subjects screened, 64 subjects (8 males and 56 females) entered the protocol were randomly assigned into 2 groups, each had 32 subjects. At the end of the study, 13 subjects ofD group and 25 subjects of DIL group were evaluated. Lipase inhibitor significantly lowered body mass index (p=0.046). Low-energy diet induced weight loss and fat mass loss up to 3.86% and 2.59% respectively. Improved body composition was associated with improvement in several obesity-related risk factors. Fasting glucose level and LDL cholesterol were lowered by as much as 8.45% and 8.75% respectively.Combination with lipase inhibitor accounted for 4.2+1.2 kg greater weight loss (p=0.001), 3.7+1.4 kg greater fat mass loss (p=0.014), and 6.5+2,1 cm less abdominal circumferences (p=0.005). Lipase inhibitor further reduced total cholesterol and HDL cholesterol up to 20.0±7.2 mg/dL (p=0.008) and 4.4+2.0 mg/dL (p=0.035) respectively. However both groups showed no statistically significant changes of body fat distribution and LDLIHDL ratio. Every 1 kg weight loss caused 0.8+0.1 kg fat mass loss (p<0.001) and 1.0+0.2 cm less abdominal circumference (p<0.001), these changes showed reduction of intra-abdominal fat tissue. One kilogram less fat mass lowered postprandial blood glucose level by 2.2+1.0 mg/dL (p=0.039). One kilogram weight loss also found to reduce total cholesterol, LDL cholesterol and triglyceride level as much as 3.7+0.8 mg/dL (p<0.001); 2.3+0.8 mg/dL (p=0.008) and 2.5+1.2 mg/dL (p=0.040) respectively. One centimetre less abdominal circumference lowered HDL cholesterol by 0.4+0.1 mg/dL (p=0.007).Conclusion: 24 weeks treatment with low-energy diet significantly reduced body weight, improves body composition and some obesity-related risk factor. Lipase inhibitor as adjunctive therapy enhanced energy deficit."

"ABSTRAKPerkembangan fesyen muslim sejak tahun 2010 sampai dengan sekarang memilikimakna dibalik keindahan estetika atau tampilan luar yang terlihat. Fesyen muslimmembuka peluang untuk perempuan muslim terlibat aktif di dalam masyarakat.Studi kualitatif ini menggunakan analisis data wawancara mendalam disertaidengan data-data pendukung untuk menjelaskan bagaiman proses pembentukandan perubahan identitas perempuan Islam melalui fesyen muslim dalam lingkupHIJUP. Perkembangan fesyen muslim tidak hanya terkait dengan hal estetika ataupenampilan luar seorang perempuan muslim, melainkan juga membentukpandangan, nilai-nilai, cara hidup seorang perempuan. Terdapat makna mendalamyang terkandung dalam perkembangan fesyen muslim. Tetapi yang terlihat selamaperkembangan awal hanya sebatas tampilan.

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ABSTRACTMuslim fashion developments since the year 2010 up to now have the meaningbehind the aesthetic or outward appearance looks. Muslim fashion opensopportunities for muslim women actively involved in the community. Thisqualitative study using in-depth interview data analysis accompanied withsupporting data to explain how the process of the formation and changes ofidentity of Islamic women through muslim fashion within the scope of HIJUP.Muslim fashion development is not only related with the aesthetic or outwardappearance of a musim women, but also shaping the view, values, way of life fora woman. There is a deep meaning embodied in the development of muslimfashion. But seen during early development only as appearance."

"Seiring dengan menipisnya bahan baku kayu. Salah satu produk turunan kayu yang sangat dibutuhkan seperti kayu lapis dapat digantikan oleh papan partikel sebagai komponen bangunan. Papan partikel dapat dibuat dari berbagai bahan baku alternatif selain kayu. Tesis ini membahas mengenai kajian tentang cangkang kelapa sawit sebagai bahan dasar alternatif papan partikel sebagai komponen bangunan. Cangkang kelapa sawit merupakan limbah industri kelapa sawit yang memiliki prosentase kandungan selulosa maupun lignin yang menyerupai kayu, sehingga memiliki kemungkinan untuk dijadikan sebagai bahan baku papan partikel. Dalam eksperimen pembuatan papan, percobaan dilakukan dengan metode pengempaan panas dan menggunakan perekat thermosetting resin jenis Urea Formaldehid dan Fenol Formaldehid. Hasil pengujian menunjukkan bahwa papan hasil percobaan memiliki ketahanan yang baik terhadap kondisi cuaca luar, walaupun terbilang masih lemah terhadap tekanan beban eksternal yang berlebihan. Papan partikel hasil percobaan tersebut kemudian dijadikan panel penutup dinding dan langitlangit bangunan. Berdasarkan data kuantitas limbah cangkang kelapa sawit nasional dengan rumus pembuatan papan yang didapat selama percobaan, jumlah papan partikel yang diproduksi dapat mencukupi untuk penyediaan komponen bagi berbagai jenis bangunan. Diantaranya adalah 4.7 juta unit rumah sederhana sehat kayu panggung/ non-panggung maupun 5.8 juta unit rumah sederhana sehat setengah tembok per tahun. Angka tersebut dapat memberikan gambaran bahwa papan partikel cangkang kelapa sawit yang diproduksi secara massal dapat memberikan kontribusi yang menguntungkan bagi pembangunan rumah nasional.

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As wood production for building material supply continues to decline. Highly sought woodbased product such as plywood in particle should be viable to be replaced with other kind of product. One of the alternative products for plywood is particle board, which can be based on any material other than wood. This thesis proposes a study of palm kernel shell as the particleboard material for building component. Palm kernel shell is a by-product of the palm oil industry with cellulose and lignin percentage that resembles wood in general. Therefore, this material may perform as a suitable alternative material for particle board. The experiment for the particle board production was done by using hot pressing method, in addition to thermosetting resin such as Urea Formaldehyde and Phenol Formaldehyde as the agglutinative agent. Further tests on the prototype also show that this type of board made may resist the external pressure from weather condition, although it may still be too vulnerable from any excessive external load pressure. This particle board can be used as a panel to cover the wall and the ceiling of a building using the formula of particle board production that was developed in the experiment. In comparison with the amount of palm kernel shell from the palm oil industry nationwide per year, it is possible to produce particle boards that can serve up to 4.7 million healthy modest house units, both for stage wood house or for a non-stage wood house. In addition, the same amount of particle boards can also serve other 5.8 million healthy modest house units that are made partially with brick. These figures may demonstrate the beneficial contribution of mass produced particle boards made of palm kernel shell for the national housing development."

"Perkembangan industri halal secara global sangat menjanjikan. Perkembangan tersebut dapat dirasakan bagi Indonesia sebagai negara dengan penduduk Muslim terbesar di dunia. Media memegang peran penting terhadap perkembangan industri halal terutama dengan adanya perkembangan media sosial yang sangat cepat dan luas. Salah satu kelompok pengguna media sosial tersebut adalah Gen M. Gen M merupakan kelompok milenial muslim yang memiliki karakteristik melek akan teknologi, berdaya juang, muda, dan modern. Berdasarkan perkembangan pengguna media sosial dari tahun ke tahun yang terus meningkat tentu memberikan peluang baru dan besar bagi banyak industry termasuk industri fesyen yang didalamnya termasuk industri modest fesyen. Perusahaan pada industri telah merubah cara pemasaran mereka dengan lebih berfokus melakukan pemasaran menggunakan platform di media sosial. Penelitian ini akan menganalisis bagaimana pengaruh social media advertising terhadap perilaku pembelian konsumen Muslim terutama bagi Gen M. Penelitian ini juga akan memeriksa apakah terdapat efek moderasi brand image terhadap variable penelitian. Penelitian ini akan menggabungkan Partial Least Squares Structural Equation Model (PLS-SEM) dengan model S-O-R. Survei dilakukan terhadap 253 responden dengan menggunakan metode self-administered questioner. Hasil dari penelitian ini menunjukan bahwa aspek hiburan, kredibilitas, ease of use, dan konten dalam social media advertising dapat mempengaruhi brand image dan juga perilaku pembelian konsumen Gen M secara positif dan signifikan. Ditemukan juga bahwa Brand Image dapat memoderasi pengaruh hiburan, ease of use, dan konten social media advertising terhadap consumer buying behavior Gen M.

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The development of the global halal industry is very promising. This development can be felt for Indonesia as a country with the largest Muslim population in the world. The media plays an important role in the development of the halal industry, especially with the rapid and widespread development of social media. One group of social media users is Gen M. Gen M is a Muslim millennial group who has the characteristics of being literate in technology, fighting spirit, young, and modern. Based on the development of social media users from year to year, which continues to increase, it certainly provides new and great opportunities for many industries, including the fashion industry, which includes the simple fashion industry. Companies in the industry have changed their way of marketing by focusing more on marketing using platforms on social media. This study will analyze how social media advertising influences the buying behavior of Muslim consumers, especially for Gen M. This study will also examine whether there is a moderating effect of brand image on research variables. This research will combine the Partial Least Squares Structural Equation Model (PLS-SEM) with the S-O-R model. The survey was conducted on 253 respondents using a self-administered questioner method. The results of this study show that aspects of entertainment, credibility, ease of use, and content in social media advertising can positively and significantly influence brand image and buying behavior of Gen M consumers. It was also found that brand image can moderate the effect of entertainment, ease of use, and social media advertising content on Gen M consumer buying behavior."

"Perkembangan modest fashion di Indonesia meningkat pesat dalam beberapa tahun terakhir. Sejak pandemi, pada tahun 2020, beberapa modest fashion brand ternama di Indonesia mulai mengalihkan strategi penjualan mereka ke ranah online, salah satunya melalui media sosial Instagram. Oleh karena itu, pemasaran produk modest fashion brand dengan menggunakan jasa social media influencer (SMI) sedang berkembang dengan pesat. Penelitian ini ingin mengetahui peran mediasi dari perceived credibility dan perceived religiosity SMI terhadap brand attitude dan purchase intention pada modest fashion brand di Indonesia, serta peran moderasi dari hedonic value pada produk tersebut. Penelitian ini menggunakan metode kuantitatif single cross-sectional dengan jumlah responden sebanyak 246 orang wanita pengguna aktif Instagram. Data dalam penelitian ini diolah menggunakan AMOS 24 dengan metode SEM. Hasil dari penelitian ini menunjukkan bahwa perceived expertise, goowill, dan trustworthiness, serta perceived religiosity yang dimiliki oleh SMI mampu memediasi hubungan antara SMI power dan brand attitude. Kemudian, hedonic value dari produk modest fashion brand juga mampu mempengaruhi purhcase intention. 

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In recent years, modest fashion has grown significantly in Indonesia. Since the pandemic in 2020, some well-known modest fashion companies in Indonesia have started to change their focus from offline to online sales, using Instagram as one of the strategies. As a result, social media influencers (SMI) in marketing strategies are expanding. This study wants to analyze the mediating role of perceived credibility and religiosity of SMI on brand attitude and purchase intention of modest fashion brands in Indonesia, as well as the effects of hedonic value on the product. This study included 246 respondents who are active female Instagram users and used a single cross-sectional quantitative methodology. The data was processed using AMOS 24 with the SEM method. This research offers empirical evidence on the mediating effect of expertise, goodwill, trustworthiness, and religiosity between SMI power and brand attitude. Furthermore, the result of this study also shows that moderating effect of the hedonic value on the product from modest fashion brands impacts the purchase intention."