ANALISIS PENGARUH BRAND, STYLE, PRICE DAN SOCIAL IDENTITY TERHADAP REPURCHASE INTENTION GEN-Y PADA MEREK FASHION UNIQLO DI SURABAYA

Abstract

Changes in consumption spending are best understood by taking a generation approach. Lifestyle and social value determined by generations have the same effect on purchases. Consumer motivation and purchasing engagement are often age-related, thereby gaining a deeper understanding by considering generation groups. Generation Y (Gen-Y) or millennium has become a major force in the market because it consumes larger amounts of significant consumption goods, especially branded clothing like Uniqlo, which enters Brand Value 10 Fashion brand in 2017. This study aims to determine the effect of brand, style, price, and social identity on Repurchase Intention Gen-Y at Uniqlo Fashion Brand in Surabaya. The expected benefit of this research is to be used as a reference and consideration of the company in determining the company's strategy forward. This research is a causal research. The research method used is quantitative method with data processing using AMOS 20.0. The data was collected by distributing questionnaires to 105 respondents with characteristics of male and female respondents aged 18-60 years who purchased apparel products from Uniqlo in Surabaya within the last six months. The results showed that the brand had a significant effect on Repurchase Intention, with a significant positive towards Prob value the causal is 0.024 ≤ 0.05 (significant) and the value of C.R = 2.263; Style has a significant effect on Repurchase Intention, with a significant positive towards Prob value the causal is 0.012 ≤ 0.05 (significant) and the value of C.R = 2,524; Price has a significant effect on Repurchase Intention, with a significant positive outcome with Prob value the causal is 0.028 ≤ 0.05 (significant) and the value of C.R = 2.202; and Social Identity have a significant effect on Repurchase Intention of Gen Y consumer in Fashion Brand Uniqlo Surabaya, with significant result towards positive with Prob value the causal 0.001 ≤ 0.05 (significant) and the value of C.R = 3.219. As for the value of the regression coefficient, the most dominant variable affecting Repurchase Intention is Social Identity