The Influence of Lifestyle, Perceived Value and Brand Characteristics on Uniqlo Product Purchase Decisions in Generation Z Consumers

Abstract

This study aims to determine the influence of lifestyle, perceived value, and brand characteristics on the purchase decision of Uniqlo products in Generation Z consumers. The sample in the study amounted to 100 respondents who were Generation Z consumers who had bought Uniqlo products with purposive sampling. Data collection was carried out using questionnaires distributed online. The data analysis technique uses the help of SPSS Version 28 software. The results of the study show that lifestyle has a positive and significant effect on purchasing decisions. In addition, perceived value also has a positive and significant effect on purchase decisions. Brand characteristics also have a positive and significant influence on purchase decisions. Overall, these three variables are able to explain the decision to purchase Uniqlo products in Generation Z with a fairly strong contribution.