The Influence of Fashion Lifestyle, Price, and Brand Image on Purchase Decisions of Uniqlo’s Product
DOI:
https://doi.org/10.55927/ijabm.v4i3.354Keywords:
Fashion Lifestyle, Price, Brand Image, Purchase Decision, SPSS 25Abstract
The development of fashion in the current era of globalisation is experiencing systematic and rapid growth, this is marked by many brands competing in creating new innovations in the fashion products they offer, one of which is the Japanese fashion brand, Uniqlo, which created the AIRism T-Shirt Oversize product with AIRism technology in the product. The popularity of Uniqlo AIRism T-Shirt Oversize triggers local brands to create imitation products or products that almost resemble Uniqlo's AIRism T-Shirt Oversize. The purpose of this study is to analyse, discuss, and explain the influence of fashion lifestyle, price, and brand image on purchasing decisions for AIRism T-Shirt Oversize products. The respondents in this study are male and female with the age range of 18 - 38 years old, live/reside in Surabaya, and have made purchases on Uniqlo AIRism T-Shirt Oversize products within the last 3 months offline. The results of this study indicate that all hypotheses are accepted with fashion lifestyle, price, and brand image having a positive and significant effect on purchasing decisions
References
Afifah, S. N., & Artadita, S. (2022). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Produk The Executive The Influence Of Brand Image And Price On Purchase Decision For The Executive Product.
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa. CV Alfabeta.
Ambardi, A., Aini, N., Husnayeti, H., & Helmi, H. (2023). Dampak Brand Image, Fashion Lifestyle Dan Harga Terhadap Keputusan Pembelian Pakaian Branded Preloved Di Online Shop. JURNAL MANEKSI, 12(1), 92–98. https://doi.org/10.31959/jm.v12i1.1279
Bahri, S., & Herlina. (2017). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Telepon Selular Merek Samsung pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Malikussaleh. JURNAL VISIONER & STRATEGIS, 6(2), 99–109.
Bashir, U. (2024, October 23). Most popular categories for online purchases in Indonesia as of June 2024. Statista.Com. https://www.statista.com/forecasts/823409/most-popular-categories-for-online-purchases-in-indonesia
Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Business and Entrepreneurial Review, 22(2), 273–288. https://doi.org/10.25105/ber.v22i2.14966
Darsono, D. S., Nurhidayah, & Novianto, A. S. (2019). Pengaruh Fashion Lifestyle, Sikap Konsumen, dan Promosi Produk Terhadap Keputusan Pembelian Produk Three Second (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2019). Jurnal Riset Manajemen, 12(2), 997–1004.
Devita, L. D. R., & Sahara, A. (2018). THE INFLUENCE OF FASHION CONSCIOUSNESS AND BRAND IMAGE ON PURCHASE DECISION: A SURVEY ON FEMALE CONSUMER AT HOUSE OF RIA MIRANDA. Russian Journal of Agricultural and Socio-Economic Sciences, 77(5), 54–59. https://doi.org/10.18551/rjoas.2018-05.07
Dhistira, Y., & Koesworodjati, Y. (2023). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN (Survei Pada Konsumen Distro Geoff Max di Kota Bandung). Universitas Pasundan Bandung.
Engel, J. F., Blackweel, R. D., & Winiard, P. W. (2019). Perilaku Konsumen (Edisi Keenam). Binarupa Aksara.
Fadhilah, N. P. (2024, November 15). Simak Pilihan Fashion Anak Muda Indonesia 2024. Goodstats.Id. https://goodstats.id/article/simak-pilihan-fahion-anak-muda-indonesia-uvo3N
Fastretailing.com. (2024). Major Global Apparel Manufacturer and Retailer. Major Global Apparel Manufacturer and Retailer
Finthariasari, M. F., Ratnawili, R., & Halim, N. (2022). Purchasing Decisions: The Analysis Effect Of The Variables Life Style, Celebrity Endorser, And Brand Image. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2). https://doi.org/10.37676/ekombis.v10i2.2224
Ghozali, I. (2021). Aplikasi Analsisi Multivarite Dengan Program IBM SPSS 25 (Edisi 10). Badan Penerbit Universitas Diponegoro.
Gracia, B. A., Dipayanti, K., & Nufzatutsaniah, N. (2024). Pengaruh Harga Terhadap Keputusan Pembelian Konsumen. Jurnal Pemasaran Kompetitif, 7(3), 275–292. https://doi.org/10.32493/jpkpk.v7i3.41049
Hasan, G., & De Utami, N. A. (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 Humanity & Management Research, 3(02). https://doi.org/10.58806/ijsshmr.2024.v3i2n03
Hendariningrum, R., & Susilo, M. E. (2008). FASHION DAN GAYA HIDUP : IDENTITAS DAN KOMUNIKASI. Jurnal Ilmu Komunikasi, 6(2), 25–32.
Hidranto, F. (2024, June 3). Industri Tekstil dan Pakaian Tumbuh Makin Positif. Indonesia.Go.Id. https://indonesia.go.id/kategori/editorial/8259/industri-tekstil-dan-pakaian-tumbuh-makin-positif?lang=1
Husen, A., Sumowo, S., & Rozi, A. F. (2018). PENGARUH LOKASI, CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE AYAM SOLO BANGSAL JEMBER. JURNAL MANAJEMEN DAN BISNIS INDONESIA, 4(2), 127. https://doi.org/10.32528/jmbi.v4i2.1757
Keller, K. L. (2013). Strategic Brand Management Building, Measuring, and Managing Brand Equity Global Edition.
Ko, E., Kim, E., Taylor, C. R., Hoon Kim, K., & Jeong Kang, I. (2007). Cross‐national market segmentation in the fashion industry. International Marketing Review, 24(5), 629–651. https://doi.org/10.1108/02651330710828022
Koesherawati, U. (2019). Pengaruh Fashion Lifestyle Terhadap Purchase Intention (Studi Pada Konsumen Fashion Streetwear Brand H&M di Jabodetabek). Repository Universitas Brawijawa.
Kotler, P., & Armstrong, G. (2016). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, Philip., & Keller, K. Lane. (2016). Marketing Management (15th Global Edition). Pearson Education Limited.
Latifah, V. U., & Maskur, A. (2023). Pengaruh Brand Image, Persepsi Harga, Dan Lifestyle Terhadap Keputusan Pembelian Pakaian Preloved Di Thriftshop Online Instagram (Studi Pada Konsumen @kenangan.mantann Di Kota Kendal). Jurnal Media Wahana Ekonomika, 20(2), 409–420. https://doi.org/10.31851/jmwe.v20i2.12733
Malhotra, N. K., & Dash, S. (2016). Marketing research : an applied orientation (7th Edition). Pearson India Education Services.
Mongisidi, S. J., Sepang, J., & Soepeno, D. (2019). Effect of Lifestlye and Price on the Decision of Purchase of Nike Shoes (Case Study of Manado Town Square). Jurnal EMBA, 7(3), 2949–2958.
Mowen, J. C., & Minor, M. (1998). Consumer Behavior (5th Edition). Prentice Hall.
Mubarak, S. A. (2018). Pengaruh Fashion Lifestyle Terhadap Purchase Intention (Studi Pada Konsumen Pakaian Second Hand @Tangankedua). Repository Universitas Brawijaya.
Mulyaningsih, N., & Tobing, R. P. (2023). The Influence of Sustainable Marketing and Brand Image on Purchase Decision on Brands Sejauh Mata Memandang. Business and Investment Review, 1(4), 25–34. https://doi.org/10.61292/birev.v1i4.30
Nilowardono, S., Baktiono, A., Artaya, I. P., & Rosyid, A. (2024). The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion. IJEBD (International Journal of Entrepreneurship and Business Development), 7(1), 30–39. https://doi.org/10.29138/ijebd.v7i1.2612
Oentoeng, I. F., & Muslih, M. (2021). Sustainable Marketing Governance to Drive Purchasing Decisions in Online Business. International Journal of Scientific Engineering and Science, 5(1), 42–49.
Permana, G. P. L., & Yoga, I. M. S. (2018). Adaptasi Model Bisnis Uniqlo dengan Mengadopsi Canvas Business Model dan 360 Business Model. Jurnal Ilmiah Manajemen & Bisnis, 3(2), 111–123.
Populix.id. (2021). Indonesia in 2022: Looking at Fashion Trends and Economy Revival. https://info.populix.co/articles/report/indonesia-in-2022-looking-at-fashion-trends-and-economy-revival/
Priyatno, D. (2010). Teknik Mudah dan Cepat Melakukan Analisis Data Penelitian SPSS. Gava Media.
Putra, E. F., Muji Rahayu, T. S., Hidayah, A., & Purnadi, P. (2023). The Influence of Celebrity Endorsement, Brand Image, Brand Trust and Lifestyle on Purchase Decisions for Geoff Max Brand Shoes (Study on Students in Purwokerto City). International Journal of Multidisciplinary Research and Analysis, 6(12). https://doi.org/10.47191/ijmra/v6-i12-49
Ramadhani, H., Ayyah, A. N., & Murniningsih, R. (2021). Pengaruh gaya hidup halal dan self-identity terhadap halal fashion di Indonesia. https://journal.unimma.ac.id
Saktiawan, P. D., & Harsono, S. (2024). The Role of Purchase Intention on the Effect of Company Image, CSR, Promotion and Brand Image on Tokopedia Purchase Decisions in Surabaya and Sidoarjo. Studies in Technology and Education, 3(2), 10–24. https://doi.org/10.55687/ste.v3i2.73
Sarah, S., Rachman, A., & Febrianti, T. (2019). PENGARUHFASHION LIFESTYLE, DESIGN, DAN SELEBRITY ENDORSERTERHADAP PURCHASE INTENTION (Studi Pada UMKM Cibaduyut, Bandung). JURNAL INDONESIA MEMBANGUN, 18(3), 60–75.
Sari, S. A. P., & Kusdiyanto, K. (2024). Analysis of the Effect of Marketing Mix (4p) on Purchase Decisions Fashion Products on Shopee’s E-commerce (Case study on the Z Generation of the City of Surakarta). Proceedings Series on Social Sciences & Humanities, 15, 127–141. https://doi.org/10.30595/pssh.v15i.941
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th Edition). Prentice Hall.
Septiani, R. T., & Kolopaking, R. (2023). Pengaruh Interpersonal Influence dan Fashion Lifestyle terhadap Impulsive Buying pada Subscriber Beauty Youtuber. Repository UIN Syarif Hidayatullah Jakarta.
Sholeh, B., & Andjarwati, A. L. (2024). Pengaruh Content Marketing dan Online Customer Review Terhadap Keputusan Pembelian Online (Studi pada Pengikut Akun Instagram @shopee_id) [Skripsi]. Universitas Negeri Surabaya.
Simamora, B. (2005). Analisis Multivariat Pemasaran ((1st. edition)). Gramedia Pustaka Utama.
Solomo, M. R. (2010). Consumer Behavior: Buying, Having, and Being (9th Edition). McGraw Hill.
Sovania, E., & Iksan, Z. (2024). Assessing the Role of Price, Advertising and Product Quality in Shaping Purchase Decisions: Insights from Converse Users in Jabodetabek. Dinasti International Journal of Management Science, 5(6), 1426–1438.
Stiawan, I. G. B. H., & Jatra, I. M. (2022). The Role of Brand Image Mediate the Influence of Price Fairness on Purchase Decisions for Local Fashion Brand Products. European Journal of Business and Management Research, 7(3), 114–117. https://doi.org/10.24018/ejbmr.2022.7.3.1244
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Penerbit Alfabeta.
Sumarwan, U. (2020). PERILAKU KONSUMEN : Teori dan Penerapannya dalam Pemasaran (Edisi Kedua). Ghalia Indonesia.
Syafaruddin, M. (2024, August 10). Produk Fashion Jepang dan China Jadi Primadona di Surabaya. Suarasurabaya.Net. https://www.suarasurabaya.net/senggang/2024/produk-fashion-jepang-dan-china-jadi-primadona-di-surabaya/#google_vignette
Taryana, S. R., & Juanim. (2023). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP MINAT BELI ULANG KONSUMEN PADA MEREK ZARA (Studi Kasus Pada Toko Zara Di Kota Bandung). Repository Universitas Pasundan Bandung.
Tiktok.com/@hendydion. (n.d.). Retrieved November 25, 2024, from https://www.tiktok.com/@hendydion
Tjiptono, F. (2015). STRATEGI PEMASARAN. CV Andi Offset.
Tjiptono, F. (2019). STRATEGI PEMASARAN : Prinsip & Penerapan. CV Andi Offset.
Tyaswara, B., Taufik, R. R., Suhadi, M., & Danyati, R. (2017). Pemaknaan terhadap Fashion Style Remaja di Bandung. Jurnal Komunikasi, 8(3), 293–297.
Uniqlo.com. (2024). AIRism Katun T-Shirt Oversize Kerah Bulat | Lengan 1/2. https://www.uniqlo.com/id/id/products/E465185-000?colorCode=COL07&sizeCode=SMA003
Wulandari, A., Utami, N. S., & Sarlata, J. (2023). The Influence of Online Customer Reviews and Prices on Product Purchasing Decisions Fashion on the Shopee Marketplace in Bekasi. Majalah Ilmiah Bijak, 20(2), 368–377. https://doi.org/10.31334/bijak.v20i2.3437
Yenni, Y., & Sugiyanto, L. B. (2023). The Influence of Celebrity Endorser, Price, and Social Media on Purchase Decisions Mediated by Brand Image (Empirical Study: Shopee Consumers in Jakarta). Asian Journal of Social and Humanities, 2(1), 1408–1429. https://doi.org/10.59888/ajosh.v2i1.143
