The global fashion industry continues to grow rapidly, shaped by technological
advancements and changing consumer preferences. This study aims to analyze the effect of
product quality, price perception, and brand image on purchasing decisions and customer
satisfaction for the Uniqlo fashion brand, taking into account the mediating role of purchasing
decisions. This study uses a quantitative approach with purposive sampling technique to collect
data from Uniqlo consumers. The data obtained were then analyzed using the Structural
Equation Modeling (SEM) method. The results showed that product quality has a positive and
significant influence on purchasing decisions and customer satisfaction. The same thing is also
found in price perception, which has a positive and significant influence on both variables.
Meanwhile, brand image shows the highest positive and significant influence on purchasing
decisions, and has a significant effect on customer satisfaction. In addition, purchasing
decisions are proven to have a positive and significant influence on customer satisfaction, while
acting as a partial mediator in the relationship between product quality, price perception, and
brand image on customer satisfaction. These findings underscore the importance of marketing
strategies that focus on improving product quality, developing competitive price perceptions,
and strengthening brand image to encourage purchasing decisions and increase customer
satisfaction in the fashion industry.