A religious image is often used by marketers to engage and attract prospective clients in a Muslim society. Some Islamic images discussed in this paper include the availability of Muslim product, the store's atmospheric condition, the way sales agents handle customers (humanistic), and the implementation of Islamic value. This study aims to determine the effect of Islamic Religious Images applied in some Indonesian fashion retail stores and determine its impacts on Muslim Consumers' Purchase Decision. The study utilized a Structural Equation Modeling analyzed using a Smart PLS program. A total of two hundred (200) customers perfectly responded to a self-administrated questionnaire used to conduct the study. The results show that Islamic Store Image and Product Quality have significant and positive effects on Muslim Consumers' Purchase Decision. Although product quality is still an important factor to consider, the respondents were elated when a retail store implemented an Islamic value. This managerial implementation would be relevant to marketers targeting Muslim consumers. A broader study in international level would give more insight to these findings.
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