<![CDATA[ABSTRACT This study aims to determine the effect of product quality, price, brand equity, and personal selling on the intention to buy Muslim clothing at the Nibras Rumah Sumberrejo store, Bojonegoro, partially or simultaneously. The population of this study are consumers who have purchased Nibras House products. This research uses an observation period of 2020- 2022, with a purposive sampling method that obtained 100 respondents. The data analysis method used in this research is multiple linear regression test. The variables used are Product Quality, Price, Brand Equity, Personal Selling and Purchase intention. Purchase intention as independent variable, while product quality, price, brand equity, and personal selling as dependent variable. The results of this study resulted in the finding that partially product quality, price, brand equity, and personal selling have a significant effect on purchase intention. Simultaneously product quality, price, brand equity, and personal selling have a significant effect on purchase intention Keywords: Produc quality. Price, Brand equity, Personal Selling, and Purchase Intention at Nibras House Store.]]>
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