Determinan Minat dan Keputusan Pembelian Fashion Merek Uniqlo
DOI:
https://doi.org/10.35870/emt.v10i3.5351Keywords:
Country of Origin, Perceived Quality, Perceived Price, Lifestyle, Purchase Intention, Purchase DecisionAbstract
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.
Downloads
References
Abalkhail, T. S. (2023). The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: Case of Saudi female consumers. Humanities & Social Sciences Communications, 10, Article 621. https://doi.org/10.1057/s41599-023-02112-z.
Ahn, J. (2023). The role of multidimensional country-of-origin attributes: Exploring the antecedents of international brand attitude and image. Journal of Marketing Communications, 30(8), 910–925. https://doi.org/10.1080/13527266.2023.2191607.
Alma, B. (2016). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Angelina, K. (2025). Pengaruh citra merek dan persepsi harga terhadap keputusan Uniqlo di Kota Palembang. Jurnal Ekonomi Bisnis dan Manajemen, 3(1), 54–63. https://doi.org/10.59024/jise.v3i1.1041.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Boermans, D. D., Jagoda, A., Lemiski, D., Wegener, J., & Krzywonos, M. (2024). Environmental awareness and sustainable behavior of respondents in Germany, the Netherlands and Poland: A qualitative focus group study. Journal of Environmental Management, 370, Article 122515. https://doi.org/10.1016/j.jenvman.2024.122515.
Chen, C. C., Hsiao, K. L., & Wu, S. J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Library Hi Tech, 36(4), 583–604. https://doi.org/10.1108/LHT-01-2018-0007.
Chevalier, S. (2022). Global retail e-commerce sales 2014–2026.
Clarita, K., & Khalid. (2023). Pengaruh persepsi harga, citra merek, dan lokasi terhadap keputusan pembelian di CFC Grande Karawaci. Jurnal Manajemen, 12(1).
De Nisco, A., & Oduro, S. (2022). Partitioned country-of-origin effect on consumer behavior: A meta-analysis. Journal of International Consumer Marketing, 34(5), 592–615. https://doi.org/10.1080/08961530.2021.2022062.
Hasan, G., & Utami, N. A. D. (2024). The influence of product quality, price, promotion, lifestyle, and e-WOM on purchase decision of thrift apparel (mediated by purchase intention). International Journal of Social Science and Human Management Research, 3(2).
Islam, Q., & Ali Khan, S. M. F. (2024). Assessing consumer behavior in sustainable product markets: A structural equation modeling approach with partial least squares analysis. Sustainability, 16, Article 3400. https://doi.org/10.3390/su16083400.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson.
Liao, S.-H., Hu, D.-C., & Chou, H.-L. (2022). Consumer perceived service quality and purchase intention: Two moderated mediation models investigation. SAGE Open, 12(4), 1–15. https://doi.org/10.1177/21582440221139469.
Maia, F., Saldanha, E., & Graciana, B. (2023). The effect of product quality and service quality on purchasing decisions through corporate image as mediation variable. Timor Leste Journal of Business and Management, 5, 68–80. https://doi.org/10.51703/bm.v5i0.114.
Martins, J. M., Moguluwa, S. C., Lucas, J. L., Iloka, C. B., & Mata, M. N. (2023). Does perceived quality mediate the relationship between country of origin image and consumer buying behaviour in Nigerian hypermarkets? PLOS ONE, 18(8), e0285438. https://doi.org/10.1371/journal.pone.0285438.
Murtazah, I. B., & Purwanto, S. (2024). Influence of lifestyle, brand image and perception price into purchasing decision brand Uniqlo in Surabaya City. International Journal of Economy, Education, and Entrepreneurship, 4(2), 388–397. https://doi.org/10.53067/ije3.v4i2.
Mutmainah, I., Yulia, I. A., Setiawan, F. A., Setiawan, A. S., Nurhayati, I., Rainanto, B. H., Harini, S., & Endri, E. (2025). Analysis of factors influencing digital transformation of tourism villages: Evidence from Bogor, Indonesia. Tourism and Hospitality, 6(2), Article 57. https://doi.org/10.3390/tourhosp6020057.
Putri, M. E., & Hidayati, R. (2023). Pengaruh citra merek, persepsi kualitas, persepsi harga dan intensitas promosi terhadap pengambilan keputusan pembelian (Studi empiris pada konsumen produk Uniqlo mahasiswa Universitas Diponegoro). Diponegoro Journal of Management, 12(6), 1–11.
Putri, N., & Hanafi, S. M. (2023). Factors affecting Muslim fashion products and lifestyle purchasing decisions as moderation. Jurnal Ekonomi Syariah Teori dan Terapan, 10(6), 571–591.
Schiffman, L. G., & Kanuk, L. L. (2020). Perilaku konsumen (Z. Kasip, Trans.; 7th ed.). PT Indeks.
Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Suprapti, P. (2020). Pengaruh country of origin terhadap niat beli yang dimediasi citra merek. Jurnal Manajemen, 8(8).
Tati, Putri, W., Suharyono, & Yulianto, E. (2019). Pengaruh country of origin dan global brand image terhadap niat beli dan keputusan pembelian (Survei produk smartphone merek Samsung Galaxy di Asia Tenggara). Jurnal Administrasi Bisnis, 25(1), 1–10.
Tendean, M., & Tampi. (2023). Pengaruh gaya hidup dan harga terhadap keputusan pembelian produk Starbuck Manado Town Square. Productivity, 4(1).
Tjiptono, F. (2019). Pemasaran jasa (Edisi terbaru). Andi.
Ulya, Z., Aini, N., & Suhartini, S. (2024). Pengaruh harga, gaya hidup, kualitas dan promosi terhadap keputusan pembelian produk fashion di e-commerce Zalora. Jurnal Ilmiah MEA, 8(3), 2156–2169.
Wulandari, & Harsoyo. (2023). Pengaruh country of origin, gaya hidup, dan perceived quality terhadap keputusan pembelian produk Miniso. Jurnal Ekobis, 6(2).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rangga Aldiansyah, Isbandriyati Mutmainah, Mulyana Gustira Putra
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
