What type of study is this?

This is a Quantitative Study study.

October 16, 2025

Factors Influencing Customer Interest in Choosing a Shopping Platform for Uniqlo Products

Key Points

Brand loyalty significantly influences channel selection intention for Uniqlo products, enhancing customer engagement.
The study found that channel satisfaction is a key factor affecting consumer preferences, indicating strong implications for marketing strategies.
Cross-channel searching, channel price advantage, and perceived risk exhibited no significant effect on channel selection intentions.
The findings suggest an emphasis on improving loyalty programs and customer experience to strengthen omnichannel shopping strategies.

Abstract

This study examines the effects of Brand Loyalty, Cross-Channel Searching, Channel Price Advantage, Channel Satisfaction, and Perceived Risk on channel selection intention for Uniqlo.com and Tokopedia among Gen Z in Tangerang. Using a quantitative approach, data were collected via an online questionnaire from May–June 2025, yielding 157 valid responses. Data analysis was conducted using SmartPLS 4.0 with validity, reliability, and structural model evaluations. The results reveal that Brand Loyalty and Channel Satisfaction significantly influence channel selection intention, while Cross-Channel Searching, Channel Price Advantage, and Perceived Risk show no significant effect. These findings highlight the importance of enhancing loyalty programs, membership benefits, and customer experience, including Click & Collect and delivery reliability, to drive consumer preference and strengthen omnichannel strategies.

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