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All Journal Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Jamal, Fauziah Nur
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Economics, Econometrics & Finance

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EXAMINATION OF RE.UNIQLO CAMPAIGN, AIRISM LIFEWEAR PRODUCT QUALITY, AND BRAND COLLABORATION ON PURCHASE DECISION OF UNIQLO PRODUCT Fahera, Nabila; Rahmiati, Filda; Jamal, Fauziah Nur; Bakri, Mohammed Hariri
Proceeding of the International Conference on Family Business and Entrepreneurship 2024: PROCEEDING OF 8TH INTERNATIONAL CONFERENCE ON FAMILY BUSINESS AND ENTREPRENEURSHIP
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/icfbe.v0i0.5688

Abstract

Fashion trends are inherently present in people’s life. Uniqlo is a distinctive Japanese fashion company that emphasizes innovation and implements its own marketing approach. This study seeks to examine Re.Uniqlo Campaign, AIRism Lifewear Product, and Brand Collaboration on Purchase Decision of Uniqlo Product Through Purchase Intention. This study employs a quantitative research methodology and utilizes primary data for data collecting. The demographic comprises individuals over 17 years old residing in Indonesia who are aware of the sustainability campaign (Re.Uniqlo) and have previously bought products labelled AIRism or collaborative items. This study used a non-probability sampling approach, with a total sample of 152 individuals. The data gathering method is a Google Form questionnaire distributed via social media, with data analysis conducted using SmartPLS 4.0. The data reveal that the Sustainability Campaign, Product Quality, and Brand Collaboration significantly influence Purchase Decisions. Furthermore, Sustainability Campaign significantly influences Purchase Decisions through Purchase Intention. However, Purchase Intention has insignificant influence as a mediator of Product Quality and Brand Collaboration on purchasing decisions.
Co-Authors Bakri, Mohammed Hariri Fahera, Nabila Filda Rahmiati