<![CDATA[The increasingly competitive fashion retail industry requires a deep understanding of the key factors influencing consumer purchase intentions. Although previous research has examined price perception and product variety, empirical findings still show inconsistencies and limited focus on local clothing retailers. This study aims to analyze the effect of price perception and product variety on consumer purchase intention at Bintang Rizki Clothing Store, Tulungagung. A quantitative associative approach was employed, targeting consumers visiting the store during the study period. A sample of 96 respondents was selected using the accidental sampling technique. Data were collected via questionnaires and analyzed using multiple linear regression in SPSS. The results reveal that price perception has a positive and significant effect on purchase intention (t=3.652; p<0.05) as the dominant variable. Product variety also shows a positive and significant effect (t=3.210; p<0.05). Simultaneously, both variables significantly influence purchase intention (F=25.002; p<0.05) with an Adjusted R Square of 0.336. This novelty highlights that price perception outweighs product variety for local retailers. ABSTRAK Persaingan bisnis ritel fashion yang semakin kompetitif menuntut pemahaman mendalam mengenai faktor penentu minat beli konsumen. Meskipun penelitian terdahulu telah mengkaji persepsi harga dan variasi produk, hasil empiris masih menunjukkan ketidakkonsistenan serta terbatasnya studi pada ritel pakaian lokal. Penelitian ini bertujuan menganalisis pengaruh persepsi harga dan variasi produk terhadap minat beli konsumen pada Toko Pakaian Bintang Rizki Tulungagung. Pendekatan kuantitatif asosiatif digunakan dengan populasi konsumen toko selama periode operasional penelitian. Sampel berjumlah 96 responden yang diperoleh melalui teknik accidental sampling. Pengumpulan data menggunakan kuesioner dan dianalisis memakai regresi linear berganda software SPSS. Hasil pengujian menunjukkan persepsi harga berpengaruh positif dan signifikan terhadap minat beli (t=3,652; p<0,05), serta menjadi variabel paling dominan. Variasi produk juga berpengaruh positif dan signifikan (t=3,210; p<0,05). Secara simultan, kedua variabel berpengaruh signifikan (F=25,002; p<0,05) dengan Adjusted R Square sebesar 0,336. Temuan ini menegaskan kebaruan bahwa pada ritel lokal, persepsi harga lebih unggul daripada kelengkapan variasi produk dalam mendorong minat beli. ]]>
