Pengaruh Persepsi Konsumen, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Uniqlo (Studi Kasus pada Pengguna Produk Uniqlo di Kalangan Mahasiswa Fakultas Ekonomi dan Bisnis UNHAS)

This research aims to determine the influence of Consumer Perception, Product Quality and Price on Purchasing Decision for Uniqlo Product in Makassar. The study also seeks to identify variable has the impact on the purchasing decision for Uniqlo Products in Makassar, using 181 students as respondents through questionnaire surveys with purposive non-probability sampling. The analysis employed in this research is multiple regression analysis, with a significance level set at 0.1, using SPSS 29 software. The results indicate that Consumer Perception, Product Quality and Price have a positive and significant partial impact on the Price on Purchasing Decision for Uniqlo Product in Makassar. The simultaneous test or F-test results demonstrate the combined influence of Consumer Perception, Product Quality and Price on the Purchasing Decision for Uniqlo Product in Makassar. The contribution of Consumer Perception, Product Quality and Price to the influence on Purchasing Decision is 34.9.%, with the remaining 65.1% attributed to factors outside the scope of this study.