<![CDATA[General Background: In an era marked by globalized consumerism, local brands have begun to reclaim cultural identity through products that embody regional heritage. Specific Background: Tangkelek, a Minangkabau-based fashion brand in Padang City, integrates cultural values into its offerings, appealing to emotionally and culturally conscious consumers. Knowledge Gap: While extensive studies have examined the role of price and quality in purchasing decisions, few focus on local, culture-based brands in emerging markets. Aims: This study investigates how price and product quality influence purchasing decisions for Tangkelek products, with purchase interest as a mediating factor. Results: Based on SEM-PLS analysis of 90 respondents, both price and product quality significantly influence purchase interest and decision-making. Purchase interest also effectively mediates the relationship between the two predictors and purchasing behavior. Novelty: The study contributes a localized, culturally grounded model of consumer behavior, extending marketing literature by highlighting emotional-cultural value as a competitive edge. Implications: Findings recommend that MSMEs adopt fair pricing and continuous quality improvement, supported by marketing strategies that evoke purchase interest through cultural storytelling and value communication.Highlight : Price and product quality have a significant effect on purchase interest and decisions. Purchase intention is an important mediator between perceived price and quality on purchasing decisions. Local products such as Tangkelek gain traction because they carry regional cultural values. Keywords : Price, Product Quality, Purchase Interest, Purchase Decision, Tangkelek]]>
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