Factors Influencing Customer Interest in Choosing a Shopping Platform for Uniqlo Products

This study examines the effects of Brand Loyalty, Cross-Channel Searching, Channel Price Advantage, Channel Satisfaction, and Perceived Risk on channel selection intention for Uniqlo.com and Tokopedia among Gen Z in Tangerang. Using a quantitative approach, data were collected via an online questionnaire from May–June 2025, yielding 157 valid responses. Data analysis was conducted using SmartPLS 4.0 with validity, reliability, and structural model evaluations. The results reveal that Brand Loyalty and Channel Satisfaction significantly influence channel selection intention, while Cross-Channel Searching, Channel Price Advantage, and Perceived Risk show no significant effect. These findings highlight the importance of enhancing loyalty programs, membership benefits, and customer experience, including Click & Collect and delivery reliability, to drive consumer preference and strengthen omnichannel strategies.