Fast fashion in this fast-paced era is an option in choosing clothes because of the rapid change in trends but at an affordable and trendy price. One of the fast fashion brands that is well known in foreign countries including Indonesia, is Uniqlo by prioritizing product quality that uses technological innovation. Therefore, this study aims to examine whether there is a relationship between the communication context on purchase intention and purchase decisions for Uniqlo consumers in Indonesia. Research design, data, and methodology distributed through an online Google form questionnaire to 196 active Uniqlo consumers in Indonesia. Respondents consisted of 80.7% women and 19.3% men from generation Millennial to Z. After all data was collected, the data was processed using WarpPLS or software that analyzes variant-based SEM models or better known as Partial Least Square. The result is communication context has a significant influence on purchasing decisions with the purchase intention of Uniqlo consumers in Indonesia. Socio-psychological aspects play a dominant role in shaping consumer purchase intentions, followed by cultural and temporal aspects. The physical context has a lower impact than the other aspects.
Zabrina et al. (Thu,) studied this question.