Pengaruh Harga,Kualitas Produk,dan Citra Merk Terhadap Keputusan Pembelian Batik Sri Mulyani Di Solo

ABSTRACT The analysis of this research is about the influence of price, product quality, and brand image on purchasing decision. The study was conducted at Sri Mulyani Batik Store in Solo. Samples taken in the study were 100 respondents who became consumers of Batik Shop Sri Mulyani in Solo. Analytical methods used are multiple linear regression analysis, validity and reliability test. Based on the results of the analysis found it can be explained that the price, product quality, and brand image have a significant effect on purchasing decisions. In the model established price, product quality, and brand image able to explain the purchase decision variable by 30.6 %% and the remaining 69.4 %% still influenced by other variables