<![CDATA[Industri fashion di Indonesia berkembang pesat seiring meningkatnya konsumsi masyarakat, khususnya di kalangan Gen Z dan Milenial yang memandang pakaian sebagai sarana ekspresi diri. Uniqlo menjadi salah satu merek global yang dinikmati, namun tingkat pembelian ulang di Jakarta Barat masih tergolong rendah, sehingga penting untuk menganalisis faktor-faktor yang memengaruhi loyalitas pelanggan. Penelitian ini bertujuan untuk menguji pengaruh persepsi harga, kualitas produk dan citra merek terhadap loyalitas pelanggan, serta menganalisis peran kepuasan pelanggan sebagai variabel mediasi. Metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner online kepada 231 responden di Jakarta Barat yang pernah membeli produk Uniqlo sebanyak 3-6 kali dalam enam bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) melalui software SmartPLS versi 4.1.1.5. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif namun tidak signifikan, sedangkan kualitas produk, citra merek dan kepuasan pelanggan berpengaruh positif serta signifikan terhadap loyalitas pelanggan. Selain itu, kualitas produk juga terbukti berpengaruh positif signifikan terhadap kepuasan pelanggan. Temuan penelitian ini juga mengonfirmasi bahwa kepuasan pelanggan memediasi secara parsial hubungan antara kualitas produk dan loyalitas pelanggan. Secara keseluruhan, loyalitas pelanggan lebih di pengaruhi oleh pengalaman nilai produk dan persepsi merek dibandingkan oleh harga. The fashion industry in Indonesia is rapidly growing alongside increased consumer spending, particularly among Generation Z and Millennials who view clothing not only as a basic need but also as a form of self-expression. Uniqlo is one of the most popular global brands; however, customer repurchase rates in West Jakarta remain relatively low, making it important to identify the factors influencing customer loyalty. This study aims to examine the effect of price perception, product quality, and brand image on customer loyalty, as well as the mediating role of customer satisfaction. A quantitative method was employed by distributing online questionnaires to 231 respondents in West Jakarta who purchased Uniqlo products 3–6 times within the last six months. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.1.1.5. The results show that product quality, brand image, and customer satisfaction have a positive and significant effect on customer loyalty, while price perception demonstrates a positive but insignificant effect. Product quality also significantly affects customer satisfaction, and customer satisfaction partially mediates the relationship between product quality and loyalty. Overall, customer loyalty is influenced more by product value and brand perception rather than price considerations.]]>
