Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Pada Konsumen Uniqlo

The growing fashion trend has positioned Uniqlo as one of the preferred clothing brands, especially in West Jakarta. This study aims to examine the effect of product quality, brand image, and price on consumers' purchasing decisions toward Uniqlo. A total of 165 respondents were selected using purposive sampling. Data were collected through a Google Form questionnaire and analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach via SmartPLS 4.0 software. The findings reveal that product quality, brand image, and price each have a positive and significant impact on purchasing decisions. This indicates that these three factors play a crucial role in influencing consumers to buy Uniqlo products. Therefore, it is recommended that Uniqlo maintain product quality, enhance brand image, and apply pricing strategies that align with consumer value perceptions