The Effect of Lifestyle, Brand Image, and Perceived Value on Purchase Intention on Uniqlo Fashion Products.

Abstract

This study is intended to analyze how the influence of lifestyle, brand image, perceived value on purchase intention. Uniqlo customers in Semarang City are the population determined in this study. This type of research uses quantitative methods and the technique used in this study is non-probability sampling with purposive sampling. In addition, the data collection method was carried out using a questionnaire. In the questionnaire, a Likert scale was used to measure the value of items in variables. The sample used was 70 respondents. The results of the t test showed that the independent variables had a partial or independent effect on purchase intention. In this study it is also known that the determinant coefficient (R2) is 0.759, which means 75.9%. purchase intention is influenced by lifestyle variables, brand image, and perceived value. While the remaining 24.1% purchase intention is explained by variables other than lifestyle, brand image, and perceived value. Based on the results of this study, it shows that lifestyle, brand image, perceived value have a positive and significant influence on purchase intention.