Authenticity, Cultural Values, and Ethics as Drivers of Ethnic Fashion Consumer Loyalty in Indonesia: The Mediating Role of Consumer Satisfaction and Moderation of Cultural Identity

This dataset supports the study titled “Authenticity, Cultural Values, and Ethics as Drivers of Ethnic Fashion Consumer Loyalty in Indonesia: The Mediating Role of Consumer Satisfaction and Moderation of Cultural Identity.” The data were collected through a structured online survey targeting consumers who have purchased Indonesian ethnic fashion products (e.g., batik, tenun, songket, and other traditional-based apparel) within the past 12 months . The final dataset consists of 403 valid responses after data cleaning and screening procedures. Respondents vary in demographic characteristics, including gender, age, occupation, income level, ethnicity, and geographic distribution across Indonesia. The survey instrument employs a 5-point Likert scale to measure key constructs: perceived authenticity, cultural value, ethical behavior, customer satisfaction, customer loyalty, and cultural identity. The research adopts a quantitative explanatory design and applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine causal relationships among variables. Customer satisfaction is modeled as a mediating variable, while cultural identity acts as a moderating variable influencing the relationship between satisfaction and loyalty. This dataset enables replication, validation, and extension of research on consumer behavior in culturally embedded industries, particularly within the context of ethnic fashion and emerging markets. It also provides valuable insights for academics, policymakers, and practitioners interested in cultural consumption, ethical marketing, and sustainable fashion development.