Analisis Pola Perilaku Konsumsi Generasi Z Terhadap Produk Fashion Uniqlo Tinjauan Ekonomi Islam
-
Rafi Husin Harahap
*
Universitas Islam Negeri Sumatera Utara, Deli Serdang,
Indonesia
- Imsar Imsar Universitas Islam Negeri Sumatera Utara, Deli Serdang, Indonesia
- M Ikhsan Harahap Universitas Islam Negeri Sumatera Utara, Deli Serdang, Indonesia (*) Corresponding Author
Abstract
The purpose of this study is to analyze Generation Z's Consumption Behavior Patterns towards fashion products, especially the Uniqlo brand, as well as to understand the factors that influence their purchasing decisions in the context of modern lifestyles. The Consumption Pattern of Generation Z towards Uniqlo Fashion Products can be analyzed through the perspective of Islamic economics, which emphasizes ethics, justice, and sustainability. Therefore, Uniqlo needs to ensure fair and transparent production practices, and promote sustainability in their products to build consumer trust. By integrating Islamic economic values, Uniqlo can develop more effective and ethical marketing strategies, and better reach young consumers.The method used in this research is descriptive exploratory.Data was collected through surveys and in-depth interviews of 30 respondents, as well as content analysis of social media used by Generation Z.The results of the research Uniqlo Product Consumption Patterns are influenced by various interrelated factors, including cultural values, psychological motivations, personal, and social factors. A total of 73.33% of respondents acknowledged that cultural values influence their purchasing decisions, while 56.67% stated that daily needs and the desire to look good are the main motivations. Lifestyle and income also contribute greatly, with 70% of respondents agreeing that their lifestyle influences product choices. Discussions with friends or family before buying a product were influential for 46.67% of respondents. Product quality and brand love increase the confidence of younger consumers. Age and gender are also significant; the majority of Uniqlo shoppers are 20-23 years old (68%), with 56% of female respondents who tend to be more active in shopping and pay attention to product quality and design suggesting that Generation Z Consumption Behavior is heavily influenced by social media and the latest fashion trends. The implications of this research emphasize the importance for brands like Uniqlo to understand these consumer behavior dynamics in order to create more effective marketing strategies. By enhancing the brand experience and tailoring products to Gen Z preferences, companies can not only increase sales but also build long-term customer loyalty.
Downloads
References
Al Amin, H., Soemitra, A., Harianto, S., Halim, A., & Hasibuan, A. F. H. (2022). Literature Study on Product Innovation Barriers in Sharia Banking Industry in Indonesia. The Seybold Report Journal, 17(6), 1903–1911. https://doi.org/10.5281/zenodo.6787901
Amalia, F. E., & Aminuddin, L. H. (2023). Perilaku Konsumen Terhadap Pembelian Produk Fashion Di Vilshop Madiun Menurut Perspektif Ekonomi Islam. Niqosiya: Journal of ….
Aminah, A., & Nurhasanah, L. (2023). Perilaku Impulsive Buying Gen-Z dalam Perspektif Etika Bisnis Islam. Lab, 7(02), 122–136. https://doi.org/10.33507/lab.v7i02.1776
Andarini, F. A. W. S. (2024). Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Loyalty. 7, 25–36.
ARZAQ KARIMAH, N., & HERMAWAN ADINUGRAHA, H. (2024). Analisis Penerapan Sustainable Fashion Dan Trend Forecasting 2023-2024 Pada Butik Wilsenwillim. Islamic Economic and Business Journal, 6(1), 15–35. https://doi.org/10.30863/iebjournal.v6i1.6610
Ayunda, A., Mutmainah, L., & Huda, N. (2019). Analisis Terhadap Perilaku Konsumen Produk Fashion Muslim. JEBA (Journal of Economics and Business Aseanomics), 3(2), 243–270. https://doi.org/10.33476/jeba.v3i2.962
Barcelona, O., Tumbel, T. M., & Kalangi, J. A. F. (2019). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada CV. Justiti Motor Lembata. Jurnal Administrasi Bisnis, 8(2), 34. https://doi.org/10.35797/jab.8.2.2019.23560.34-42
Darwis Harahap, B., & Yuli Anita, S. (2022). Integration of Muslim Professional Religious Financial Planning Through Islamic Financial Institutions in Indonesia. 12(2022).
Destriyansah, W., Imsar, I., & Harahap, M. I. (2023). Analysis of the Influence of the Halal Industry on Indonesia’s Economic Growth. Wiga : Jurnal Penelitian Ilmu Ekonomi, 13(2), 232–245. https://doi.org/10.30741/wiga.v13i2.1117
Harahap, I., Nasution, Y. S. J., & Chairina, C. (2021). Analysis of Muslim Customer Loyalty Shopping for Fashion in the Traditional Inpres I Market in Kisaran. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 28–38. https://doi.org/10.33258/birci.v4i1.1533
Harahap, M. I., Soemitra, A., & Nawawi, Z. M. (2023). Analysis of the effect of Fear of Missing Out (FOMO) and the use of paylater application on impulse buying behavior (review of Maqashid Syariah). Manajemen Dan Bisnis, 22(2), 67. https://doi.org/10.24123/jmb.v22i2.682
Imsar, Nurhayati, & Harahap, I. (2023). Analysis of Digital Education Interactions , Education Openness , Islamic Human Development Index ( I-HDI ) and Indonesia ’ s GDE Growth. Edukasi Islami: Jurnal Pendidikan Islam, 12(01), 753–772. https://doi.org/10.30868/ei.v12i01.4265
Indrawati, P. (2022). Perilaku Konsumen Generasi Z Dalam Pembelian Fashion Muslim Pada Marketplace Indonesia. Iqtisad: Reconstruction of Justice and Welfare for Indonesia, 9(2), 165. https://doi.org/10.31942/iq.v9i2.7370
Muhammad Sholeh Khan, Syahbudi, M., & Aisyah, S. (2024). Factors Influencing The Impulsive Buying Behavior of UINSU Students in Online Stores from an Islamic Economic Perspective, With Rational Choice as an Intervening Variable. Jurnal Manajemen Bisnis, 11(1), 478–495. https://doi.org/10.33096/jmb.v11i1.739
Nurul Izzah, Soemitra, A., & Nawawi, Z. M. (2022). Determinan Minat Generasi Z Membeli Sukuk Ritel Dengan Media Sosial Sebagai Variabel Moderating. Mumtaz: Jurnal Ekonomi Dan Bisnis Islam, 2(1), 12–26. https://doi.org/10.55537/mumtaz.v2i1.444
Pada, S., Interaksi, K., & Coffee, S. (2020). Implementasi Strategi Digital Marketing Pada Perilaku Gen Z Sebagai Konsumen. 35–41.
Purwianti, L., Rusiana, N., & Fahlevi, R. (2023). Pengaruh Brand Satisfaction Terhadap Brand Loyalty Dengan Mediasi Brand Preference, Brand Trust, Dan Brand Love Pada Generasi Z Dikota Batam. Jurnal Administrasi Dan Manajemen, 13(3), 228–241. https://doi.org/10.52643/jam.v13i3.3259
Putri, N. F., & Hayuningtias, K. A. (2024). Aplikasi Theory Of Planned Behavior Terhadap Niat Beli Produk Skincare Halal Pada Gen Z. Journal of Economic, Bussines and Accounting (COSTING), 7(2), 3610–3618. https://doi.org/10.31539/costing.v7i2.8530
Sa’diah, M. (2020). Perilaku konsumen terhadap pembelian produk fashion pada mahasiswa Institut Agama Islam Negeri (IAIN) Palangka Raya dan mahasiswa Universitas Palangka …. digilib.iain-palangkaraya.ac.id.
Saragih, F., Hastuty, W. H. S., Muda, I., Sumitra, A., & Sugianto. (2022). Public Perception of Fraudulent Financial Statements in Pharmaceutical Sub Sector. Journal of Pharmaceutical Negative Results, 13(9), 1577–1584. https://doi.org/10.47750/pnr.2022.13.S09.194
Septiana, A. (2023). Analisis Perilaku Konsumsi Dalam Islam. Dinar, 2(Januari), 18.
Septiani, V. A., Wijayanti, C. I., Larasati, U., Nazhiifah, A. K., & Zuhri, S. (2024). Analisis perilaku konsumen pada kopi keliling sebagai alternatif gaya hidup gen z. 5(4).
Shelina, & Panjaitan, B. (2023). MES Management Journal. Pengaruh ROA, CR, ATO, Dan DER Terhadap Return Saham Perusahaan Sub Sektor Aneka Industri Otomotif & Komponen Selama Pandemi Covid-19 Yudika, 2, 72–76. https://doi.org/10.56709/mesman.
Syahputri, A. D., Harahap, I., & Harahap, M. I. (2023). Analisa Pola Perilaku Konsumsi Generasi Milenial Terhadap Produk Fashion Perspektif Monzer Khaf (Studi Kasus Mahasiswi Se-Kota Medan). SYARIKAT: Jurnal Rumpun Ekonomi Syariah, 6(2), 258–270.
Uci, R., Manik, M., & Harahap, I. (2024). Analysis of the Impact of Technological Disruption on the Economic Behavior of Homo Islamicus Consumers in Generation Z. 4(2), 188–196.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Analisis Pola Perilaku Konsumsi Generasi Z Terhadap Produk Fashion Uniqlo Tinjauan Ekonomi Islam
Pages: 154-167
Copyright (c) 2025 Rafi Husin Harahap, Imsar Imsar, M Ikhsan Harahap
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
