<![CDATA[Consumer purchasing decisions in the fashion retail industry are influenced by several factors, including brand image, price, and product quality. Understanding the influence of these factors is essential for companies to formulate effective marketing strategies that enhance competitiveness and encourage consumers' purchasing decisions. This study aims to analyze the effects of brand image, price, and product quality on purchasing decisions at Uniqlo Store in Yogyakarta City. The study employed a quantitative approach using an explanatory research design. Data were collected through a structured questionnaire administered to 109 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with IBM SPSS. The findings indicate that brand image, price, and product quality have positive and significant effects on purchasing decisions, both individually and simultaneously. Among the independent variables, price was identified as the most influential factor, followed by product quality and brand image. The proposed model yielded an Adjusted R² value of 0.631, indicating that 63.1% of the variance in purchasing decisions was explained by brand image, price, and product quality, while the remaining 36.9% was attributed to other factors outside the model. The results highlight that strengthening brand image, implementing competitive pricing strategies, and continuously improving product quality are essential marketing strategies for enhancing consumer purchasing decisions in the fashion retail industry. ABSTRAK Keputusan pembelian konsumen pada industri ritel fesyen dipengaruhi oleh berbagai faktor, di antaranya brand image, harga, dan kualitas produk. Memahami pengaruh ketiga faktor tersebut penting bagi perusahaan untuk merumuskan strategi pemasaran yang mampu meningkatkan daya saing dan mendorong keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, harga, dan kualitas produk terhadap keputusan pembelian produk Uniqlo Store di Kota Yogyakarta. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan melalui penyebaran kuesioner kepada 109 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan IBM SPSS. Hasil penelitian menunjukkan bahwa brand image, harga, dan kualitas produk secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel harga merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian, diikuti oleh kualitas produk dan brand image. Model penelitian memiliki nilai Adjusted R² sebesar 0,631, yang menunjukkan bahwa 63,1% variasi keputusan pembelian dapat dijelaskan oleh brand image, harga, dan kualitas produk, sedangkan 36,9% dipengaruhi oleh faktor lain di luar model. Temuan penelitian menegaskan bahwa penguatan citra merek, penetapan harga yang kompetitif, dan peningkatan kualitas produk merupakan strategi penting dalam meningkatkan keputusan pembelian konsumen pada industri ritel fesyen.]]>
