The Influence of Fashion Lifestyle, Price, and Brand Image on Purchase Decisions of Uniqlo’s Product

The development of fashion in the current era of globalisation is experiencing systematic and rapid growth, this is marked by many brands competing in creating new innovations in the fashion products they offer, one of which is the Japanese fashion brand, Uniqlo, which created the AIRism T-Shirt Oversize product with AIRism technology in the product. The popularity of Uniqlo AIRism T-Shirt Oversize triggers local brands to create imitation products or products that almost resemble Uniqlo's AIRism T-Shirt Oversize. The purpose of this study is to analyse, discuss, and explain the influence of fashion lifestyle, price, and brand image on purchasing decisions for AIRism T-Shirt Oversize products. The respondents in this study are male and female with the age range of 18 - 38 years old, live/reside in Surabaya, and have made purchases on Uniqlo AIRism T-Shirt Oversize products within the last 3 months offline. The results of this study indicate that all hypotheses are accepted with fashion lifestyle, price, and brand image having a positive and significant effect on purchasing decisions