<![CDATA[This study aims to analyze the influence of price, product quality, and brand image on the purchase decision of Ventela shoes in Samarinda City. The research employs a quantitative method with a survey approach using questionnaires distributed to 80 respondents. Data analysis techniques include multiple linear regression. The results indicate that price significantly affects purchase decisions with a coefficient value of 0.441. Product quality also influences purchase decisions, although its impact is lower, with a coefficient value of 0.101. Furthermore, brand image has a significant influence on purchase decisions with a coefficient value of 0.342. Simultaneously, these three variables explain 51% of the variance in purchase decisions, while the remaining 49% is influenced by other variables. The conclusion of this study is that price, product quality, and brand image play a significant role in influencing the purchase decision of Ventela shoes. This study provides practical implications for Ventela companies to consider competitive pricing strategies, maintain product quality, and build a strong brand image to enhance customer loyalty.]]>
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