<![CDATA[This research aims to determine the influence of price, design, and brand image on gold purchase decisions at Utama Jewelry Store. This research is a quantitative study that utilizes questionnaires as a measurement tool. The questionnaires were distributed to 108 respondents using incidental sampling techniques. The collected data were processed using SPSS, employing the exploratory factor analysis (EFA) to obtain factor scores, followed by multiple regression analysis. The results of the regression analysis in this research show that both price and brand image significantly influence purchase decisions, while the design factor does not have a significant impact. Brand image has a higher influence on purchase decisions compared to price. The coefficient values for each variable are 0.241 for price and 0.671 for brand image, while for design is 0.024. The findings of this study corroborate extant knowledge on the important of price, design, and brand image on purchase intention and are expected to assist the management in taking a series of actions to improve sales.]]>
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