Safira Rizqi Zulfifah (2024). Comparative Analysis of the Influence of Merchandise Assortment, Store Environment, and Price on Purchase Intention for Fashion Products at 3Second and Uniqlo Retail Stores. Management Study Program. Faculty of Economics and Business. Lambung Mangkurat University. Advisorr: Muhammad Riza Firdaus.

This research aims to test and analyze (1) the influence of Merchandise Assortment on Purchase Intention in fashion retail stores. (2) The influence of Store Environment on Purchase Intention of fashion retail stores. (3) The influence of Price on Purchase Intention of fashion retail stores. (4) Differences in Merchandise Assortment, Store Environment, Price, and Purchase Intention at 3Second and Uniqlo fashion retail stores.

This research uses quantitative methods and collects data through questionnaires distributed online. The population used in this research is Generation Z in Banjarmasin City who have visited the 3Second or Uniqlo fashion retail stores in Banjarmasin. Sampling was carried out using a purposive sampling technique of 100 respondents (50 3Second respondents and 50 Uniqlo respondents) with the following criteria: Generation Z in Banjarmasin aged 18-27 years, has visited 3Second or Uniqlo fashion retail stores in Banjarmasin. Research data were analyzed using multiple regression analysis and the nonparametric Mann-Whitney U test using SPSS 26 software.

The results of this research show that: (1) Merchandise Assortment does not have a significant effect on Purchase Intention for fashion products. (2) Store Environment does not have a significant effect on Purchase Intention for fashion products. (3) Price has a positive and significant effect on Purchase Intention for fashion products. (4) Merchandise Assortment, Store Environment, Price, and Purchase Intention at 3Second and Uniqlo stores do not have significant average differences.

Keywords: Merchandise Assortment, Store Environment, Price, Purchase Intention.