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Imsar, Imsar
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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Analisis Pola Perilaku Konsumsi Generasi Z Terhadap Produk Fashion Uniqlo Tinjauan Ekonomi Islam Harahap, Rafi Husin; Imsar, Imsar; Harahap, M Ikhsan
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.6917

Abstract

The purpose of this study is to analyze Generation Z's Consumption Behavior Patterns towards fashion products, especially the Uniqlo brand, as well as to understand the factors that influence their purchasing decisions in the context of modern lifestyles. The Consumption Pattern of Generation Z towards Uniqlo Fashion Products can be analyzed through the perspective of Islamic economics, which emphasizes ethics, justice, and sustainability. Therefore, Uniqlo needs to ensure fair and transparent production practices, and promote sustainability in their products to build consumer trust. By integrating Islamic economic values, Uniqlo can develop more effective and ethical marketing strategies, and better reach young consumers.The method used in this research is descriptive exploratory.Data was collected through surveys and in-depth interviews of 30 respondents, as well as content analysis of social media used by Generation Z.The results of the research Uniqlo Product Consumption Patterns are influenced by various interrelated factors, including cultural values, psychological motivations, personal, and social factors. A total of 73.33% of respondents acknowledged that cultural values influence their purchasing decisions, while 56.67% stated that daily needs and the desire to look good are the main motivations. Lifestyle and income also contribute greatly, with 70% of respondents agreeing that their lifestyle influences product choices. Discussions with friends or family before buying a product were influential for 46.67% of respondents. Product quality and brand love increase the confidence of younger consumers. Age and gender are also significant; the majority of Uniqlo shoppers are 20-23 years old (68%), with 56% of female respondents who tend to be more active in shopping and pay attention to product quality and design suggesting that Generation Z Consumption Behavior is heavily influenced by social media and the latest fashion trends. The implications of this research emphasize the importance for brands like Uniqlo to understand these consumer behavior dynamics in order to create more effective marketing strategies. By enhancing the brand experience and tailoring products to Gen Z preferences, companies can not only increase sales but also build long-term customer loyalty.
Co-Authors Abdul Fattah Aji, Mhd. Habrul Akbar Siregar, M. Ali Akbar, Alwi Alkautsar Malau, Ridho Ananda, Diva Andri Soemitra Annisa, Dwi Nur Aqwa Naser Daulay Asmuni Asmuni Atika Atika Aulia, Niki B Syarbaini, Ahmad Muhaisin Baehaqi Bahar, Tanzila Baihaqi, M. Eza Daim Harahap Imsar, Rahmat Daim Harahap, Rahmat Daulay, Aisy Salwa Dharma, Budi Djunaidi, Zikri Habibi Gusdini, Wan melia Harahap, Alfi Andriansyah Harahap, Alfi Ardiansyah Harahap, M Ikhsan Harahap, Muhammad Ikhsan Harahap, Nur Roudoh Harahap, Rafi Husin Harahap, Rahmat Daim Harahap, Yusra Lestari Haryaveda, Almeranda Hasanah, Sri Nurul Hasibuan, Hamidah Rohimah Hasibuan, Manita Rahma Hasibuan, Reni Ria Armayani Hendra Harmain Ikhsan, Muhammad Hafiz Indradewa, Rhian Isnaini Harahap Jamila, Khaidar Rahmaini Juliana Juliana Juliati Nasution, Yenni Samri Laylan Syafina Lestari Nasution, Annio Indah Lubis, Ilham Akbar Lubis Lubis, Rifki Nanda putra lubis, Safiah Saffa Manullang, Adinda Syariana Dewi Mariska, Yohana Marliyah, Marliyah Masitha, Siti Maulida, Lisa Meianti, Ardhia Mufti, Robi Muhammad Agung Nugraha Muhammad Farhan Muhammad Kurniawan Muhammad Rifai Muhammad Shohibul Kahfi muhammad Syahbudi, muhammad Munthe, Salpiani Nasution, Febya Br Nasution, Ila Nasution, Rahmad Nasyaa, Sultan Rasy Ningrum, Azizah Sekar Novita Safitri Nur Fadhilah Ahmad Hasibuan Nurhayati Nurhayati Nurul Husna Nurul Inayah Nurul Jannah Pakpahan, Mutmainnah Khoiriah Pratiwi, Dara Citra Purdani, Iman Puspita Tito, Dinda PUSPITA, DARA Putra, Diki Ariansyah Putri, Diva Anisyah Qarni, Waizul Rahimi, Siti Rahma, Tri Inda Fadhila Rahmi Syahriza, Rahmi Ramadani Silalahi, Purnama Ramadhan, M. Avizal Ramadhan, Rahmad Ramadhani, Hafiz Aryo Rambe, Aqli Nadzhari Rambe, Jelita Handayani Ritonga, Afiq Yasfa Assaumi Rizky, Indah Mutiara Rusyadi, Abdul Latif Saputri, Aulia Habibi Saragih, Lailan Usniyah Sari, Indi Widya Sikumbang, Sahnila Silalahi, Purnama Ramadani Silalahi, Purnama Ramadhani Silalahi, Putri Esaskia Simamora, Satria Iam Syafii Simbolon, Nisya Nainita Siregar, Aspan Sofyan Siregar, Dina Siregar, Pratista Andanitya Siti Aisyah Situmeang, Saidah Hayati Sugianto Sugianto Sumi, Raudatun Syakir, Ahmad Syarbaini, Ahmad Muhaisin B. Tambunan, Irma Chairani Tambunan, Khairina Tamimi, Khoirul Tamlija, Tamlija Tuti Anggraini Wahyu Syarvina Wicaksono, M. Fadli Widya Pangestika Yahya, Muhammad Faishal YUNI, YUNI Zuhada Hsb, Muhammad Fathur Rizqi Zuhra, Annisa