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All Journal Jurnal EMT KITA
Aldiansyah, Rangga
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Economics, Econometrics & Finance

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Determinan Minat dan Keputusan Pembelian Fashion Merek Uniqlo Aldiansyah, Rangga; Mutmainah, Isbandriyati; Putra, Mulyana Gustira
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.5351

Abstract

This study aims to examine the influence of Country of Origin, perceived quality, perceived price, and lifestyle on purchasing decisions, with purchase intention as a mediating variable. The study population included all consumers of Uniqlo brand fashion products, with 130 respondents obtained through non-probability sampling using the accidental sampling method. Data analysis was conducted using multiple linear regression with a causal step model. The results showed that Country of Origin, perceived quality, and perceived price had a direct and significant influence on purchasing decisions, while lifestyle had no significant influence. Purchase intention mediated the influence of Country of Origin and perceived quality on purchasing decisions, but did not mediate the influence of perceived price and lifestyle on purchasing decisions. These findings emphasize the importance of country of origin image and product quality in shaping purchasing intentions and driving consumer purchasing decisions.
Co-Authors Isbandriyati Mutmainah Putra, Mulyana Gustira